Licenciado

2008:110

MASTER'S THESIS

International distribution channels
- from the perspective of exporting companies

Linda Osman Malin Westgerd

Luleå University of Technology D Master thesis Industrial Organization Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce
2008:110 - ISSN: 1402-1552 - ISRN: LTU-DUPP--08/110--SEAcknowledgements During the writing of this thesis, a number of individuals have been essential for the completion of it. We would like to show our sincere gratitude and appreciation to the people that have helped us during the process of writing and making this thesis possible. To start with, we would like to thank our supervisor Åsa Wallström for her continuous support and aid through out thethesis. We would also like to thank Thomas Hedberg and Jonas Jalar at Polarbröd AB and Kenneth Wiksten at Norrmejerier. We are truly grateful that they have taken the time to participate in our research and shown a sincere interest and commitment. Without them, this thesis would not have been possible to complete. Luleå, January 5th, 2005

Linda Osman

Malin Westgerd

TABLE OF CONTENTS 1.INTRODUCTION ....................................................................1
1.1 BACKGROUND ...................................................................................................................................... 1 1.1.1 Distribution channels ........................................................................................................................... 1 1.1.2International distribution channels in the consumer market ................................................................ 2 1.2 PURPOSE........................................................................................................................................................ 2 1.3 LIMITATIONS................................................................................................................................................. 3 1.4 DISPOSITION .................................................................................................................................................. 3

2. LITERATURE REVIEW..........................................................4
2.1 INTERNATIONAL DISTRIBUTION CHANNELS.................................................................................................. 4 2.1.1 International distribution channels of consumer goods ....................................................................... 4 2.1.2 Distribution channel intensity............................................................................................................... 5 2.2 INTERNATIONAL DISTRIBUTION CHANNEL SELECTION................................................................................. 6 2.2.1 The selection process............................................................................................................................ 6 2.3 CHANNEL MANAGEMENT ............................................................................................................................ 10

3. PROBLEMDISCUSSION AND RESEARCH QUESTIONS 15
3.1 PROBLEM DISCUSSION ................................................................................................................................. 15 3.2 CONCEPTUAL FRAMEWORK ......................................................................................................................... 16 3.2.1 International distribution channels.................................................................................................... 16 3.2.2 The selection process of an international distribution channel .......................................................... 16 3.2.3 Channel Management......................................................................................................................... 18

4. METHODOLOGY...