Strategic Entry Modes and Country of Origin Effect

Employing brand governance mechanisms with export channel partners: What are the performance consequences and contingent effects?

“…Given that indirect marketing using intermediary channel partners makes it difficult to enhance the typicality of an exporter's brand (e.g. Pegan et al, 2020), this underscores the importance of our timely research in this unchartered territory. In addition to hypothesizing the presence of contingent effects and reporting the results in Table 4, we adopt a well-documented approach and probe the findings with inferential tests (c.f.…”

“…The key to a successful channel relationship requires the supplier to ensure their channel partners are committing appropriate efforts into the promotion of its brand (Obadia & Stöttinger, 2015); therefore, making it a clear priority for managers. Internationalization through exporting can limit a firm's effectiveness at enhancing its brand through channel partners which act as a filter for the firm's end customers (Pegan, Vianelli, & de Luca, 2020). Consequently, a major challenge for exporters is to determine if their channel partners are diligently fulfilling their obligations (e.g., Sachdev & Bello, 2014) and conveying the exporting firm's brand values and meaning as expected.…”

How to Support Expanding Sales Channels of Agri-Food Products in New Markets: Healthiness and New Experiences of Tunisian Olive Oil

“…The author [25] also discussed how the interplay between market intelligence activities and sales strategy should be the key elements for those who seek to go into new markets; the interaction of market research and communications with potential customers should be drivers of better performance in foreign markets. Similarly, the analytical pathway is emphasized when aiming for a new market in the food business context [26].…”