Marketing Channel Management by Multinational Corporations in Foreign Markets: An Integrative Framework and a Research Agenda

Posted: 23 Aug 2016 Last revised: 8 Feb 2019

See all articles by Rajdeep Grewal

Rajdeep Grewal

University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School

Amit Saini

University of Nebraska at Lincoln - College of Business Administration

Alok Kumar

University of Nebraska at Lincoln - College of Business Administration

F. Robert Dwyer

Independent

Bob Dahlstrom

Miami University of Ohio; BI-Norwegian School of Business

Date Written: September 20, 2017

Abstract

Multinational corporations (MNCs) adopt increasingly diverse and complex marketing channels to sell their products worldwide, thus prompting questions about how to manage channels that confront diverse demands from headquarters (HQ), foreign subsidiaries, and local partners, as well as complex market environments. Extant research on MNC marketing channels remains sparse. In response, the current article proposes an organizing framework to spur and guide research on MNC channel management. The authors rely on a political economy framework as a meta-theory that integrates economic and social elements of MNC channel management, resulting in two testable frameworks pertaining to the determinants of the (1) MNC marketing channel structures and processes and (2) MNC marketing channel outcomes. Building on this framework, the authors advance an agenda for research, which includes testing substantive relationships, elaborating new constructs, and studying new contexts pertaining to MNC marketing channels. A set of propositions illustrates the applicability of the conceptual frameworks.

Keywords: Distribution Channel, International Business, Meta-Theory, Multination Corporation, Subsidiary Management

JEL Classification: K0, L2, M0, Z1

Suggested Citation

Grewal, Rajdeep and Saini, Amit and Kumar, Alok and Dwyer, F. Robert and Dahlstrom, Bob, Marketing Channel Management by Multinational Corporations in Foreign Markets: An Integrative Framework and a Research Agenda (September 20, 2017). Available at SSRN: https://ssrn.com/abstract=2827072 or http://dx.doi.org/10.2139/ssrn.2827072

Rajdeep Grewal (Contact Author)

University of North Carolina (UNC) at Chapel Hill - Kenan-Flagler Business School ( email )

McColl Building
Chapel Hill, NC 27599-3490
United States

Amit Saini

University of Nebraska at Lincoln - College of Business Administration ( email )

1240 R Street
P.O. Box 880405
Lincoln, NE 68588-0405
United States

Alok Kumar

University of Nebraska at Lincoln - College of Business Administration ( email )

1240 R Street
P.O. Box 880405
Lincoln, NE 68588-0405
United States

F. Robert Dwyer

Independent

Bob Dahlstrom

Miami University of Ohio ( email )

Oxford, OH 45056
United States

BI-Norwegian School of Business ( email )

Nydalsveien 37
Oslo
Norway

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