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Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives

In: International Marketing Strategy

Author

Listed:
  • Giovanna Pegan

    (University of Trieste)

  • Donata Vianelli

    (University of Trieste)

  • Patrizia de Luca

    (University of Trieste)

Abstract

This chapter focuses on the relationship between the COO and the international contractual distribution channel. As highlighted in Chap. 2 , the main types of internationalization include intermediate modalities. To exercise greater control over the market than in export modes and to be able to strengthen the COO and the entire distribution channel, many companies opt for intermediate entry. In the intermediate entry mode, the distribution channel is configured as an integrated vertical marketing system. The companies and the partners that adhere to the agreement share ownership, risk, control, and margins through various technical forms with different implications for the valorization and management of the COO. Focusing on certain sectors (coffee and wine) and countries (China and India), this chapter presents the results of research based on secondary and primary data. These results confirm that the link between the COO and contractual agreements can be twofold. On one hand, contractual agreements are an important tool for the valorization of the COO in the foreign market, and on the other hand, the strong image of the COO can favor the possibility of concluding agreements in the target markets.

Suggested Citation

  • Giovanna Pegan & Donata Vianelli & Patrizia de Luca, 2020. "Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product–Market Perspectives," International Series in Advanced Management Studies, in: International Marketing Strategy, chapter 0, pages 75-95, Springer.
    • Handle: RePEc:spr:isichp:978-3-030-33588-5_4
    DOI: 10.1007/978-3-030-33588-5_4
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