Mirage of Global Markets: How Globalizing Companies Can Succeed as Markets Localize, The

Chapter 5. Selecting and Managing International Distributors

Many executives refer to the challenge of “achieving international distribution” when discussing their firm’s international development. They are right to make distribution synonymous with internationalization, since it remains the greatest challenge in the establishment of an international marketing network. Whereas international companies can enter new markets by leveraging existing assets such as product portfolios and operations networks, they have to start from scratch in sales and distribution because market systems remain nationally regulated and dominated by complex networks of local intermediaries. Even the largest multinational corporations frequently remain dependent upon ...