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Westgerd, Malin 2008 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis

Abstract [en] : Globalization of markets is a phenomenon that has received much attention and been extensively debated both at general societal/institutional/cultural levels and at market and business levels. In any globalization process, distribution of goods and services between and within local industrial and consumer markets is of great importance. Distribution channels excellence has become a powerful source of competitive differentiation. It is vital to conduct efficient and cost- effective distribution in order to sustain the growth of the international marketplace and the integration of the world's economic activities. The range of distribution channels available in the consumer market has increased dramatically in the past decade and there has been a corresponding increase in the competition between channels. A variety of traditional retail formats now compete with telephone, mail, Internet, TV and digital TV as purchasing environments and consequently understanding the factors that will lead consumers to purchase from one channel rather than another becomes an increasingly important input to channel design and management. The purpose of this study is to gain a deeper understanding of how international distribution channels are used in the consumer market and the reasearch area is from the perspective of Swedish companies that produce consumer goods and pursue export. Traditional international distribution channels are investigated and not channels that use new technology such as the internet. In chapter two various international distribution channels are presented as well as the international distribution channel selection process the channel management. In chapter three comes the problem discussion which is followed by the conceptual framework. From the problem discussion arises the three research questions. The research questions concern how an international distribution channel can be described, how it is selected and how the international distribution channel can be managed. Chapter four, which is Methodology, explains how we have conducted our research and we explain and justify the choices of methodology approaches that have been practiced in the study in order to answer the research questions. The reserach purpose is exploratory, descriptive and explanatory. Our research approach is qualitative and we have used case studies for our research strategy. The sample collection is non-probability samples and the data has been collected from documentation and interviews. The data analysis is both within-case and cross-case. We have discussed both quality standards of our study: the validity and reliability. Chapter five presents the information we gathered through interviews and documentation at two corporations, Polarbröd AB and Norrmejerier. We start with the general information regarding both corporations and thereafter we present the information concerning each research question, i.e. how international distribution channels can be described, how they are selected and how they are managed. Chapter six provides an analysis of our empirical findings. We start with a within-case analysis of case one where we analyze each research question against our conceptualized framwork. Then we do the same thing with case two. After that we compare our two cases to each other, a cross-case analysis. Chapter seven presents the findings from our research. We restate each research question, and try to answer them, based on our conducted research. We also present some overall conclusions before presenting implications for theory, management and future research.

Place, publisher, year, edition, pages: 2008.

Keyword [en] : Social Behaviour Law, International distribution channels, selection process, channel management

Keyword [sv] : Samhälls-, beteendevetenskap, juridik

Identifiers: URN: urn:nbn:se:ltu:diva-56134ISRN: LTU-DUPP--08/110--SELocal ID: cedf447e-e8fe-4377-a2ce-e9bd9705266cOAI: diva2:1029521

Subject / course: Student thesis, at least 15 credits

Educational program: Industrial Marketing, master's level

Examiners : Wallström, Åsa

Note: Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Author: Osman, Linda


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