Selecting optimal intermediary channels in emerging markets: The case of Vietnamese toiletries
Selecting optimal intermediary channels in emerging markets: The case of Vietnamese toiletries
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DOI：
10.1080/1046669x.2020.1782799
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发表时间：
2020-07
影响因子：
0.7
通讯作者：
Motoi Ihara
中科院分区：
文献类型：
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作者：
Motoi Ihara
越南国内分销的特点是处于现代化初期的新兴市场，零售业态变化频繁，分销结构支离破碎，法规不明确。本研究使用实地调查和对越南化妆品行业个别企业的比较分析，以确定在分销现代化的早期阶段适合新兴市场的渠道战略。研究结果表明，合作渠道比层级治理渠道和市场治理渠道更适合我国上市公司。此外，在各种类型的中介中，分销商在运输功能不发达的新兴市场发挥着关键作用。最后，研究调查了合作伙伴选择的各种方法，发现效率导向型网络优于大规模效率导向型网络，因为它们在现代化新兴市场中拥有更大的渠道覆盖率。研究结果证明了新兴市场分销商的最佳渠道结构和合作伙伴选择标准。
Abstract Domestic distribution in Vietnam is characteristic of an emerging market in the beginning stages of modernization, with frequent changes in retail format, a fragmented distribution structure, and ambiguous regulations. This study uses field surveys and comparative analyses of individual enterprises in Vietnam’s toiletry products industry to identify suitable channel strategies for emerging markets in the early stages of distribution modernization. The results indicate that partnership channels are more suitable than hierarchy and market governance channels. Moreover, among the various types of intermediaries, distributors provide a key role in emerging markets where transportation functions are undeveloped. Finally, the study investigates the various methods of partner selection, finding that effectiveness-oriented networks are superior to large-scale efficiency-oriented networks because they have greater channel coverage in modernizing emerging markets. The findings demonstrate the optimal channel structures and partner selection criteria for distributors in emerging markets.