INTERNATIONAL COUNTERTRADE: A REVERSE MARKETING PERSPECTIVE

Abstract

Despite the proliferation of countertrade (CT) literature, it has not been examined from a marketing process perspective. This study attempts to fill this gap. The concept of Reverse marketing, which is a direct consequence of CT, is introduced. A conceptual CT framework, which makes a distinction between commodity and differentiated products, is developed. The central point of this concept and, ultimately, of this article is that the reverse sequencing of marketing processes leads to many costly inefficiencies. The analyses that follow suggest that, in the majority of cases, firms should engage in CT only as a last resort.

Citation

Samiee, S. (2003), "INTERNATIONAL COUNTERTRADE: A REVERSE MARKETING PERSPECTIVE", Li, T. (Ed.) Reviving Traditions in Research on International Market Entry (Advances in International Marketing, Vol. 14), Emerald Group Publishing Limited, Leeds, pp. 9-33. https://doi.org/10.1016/S1474-7979(03)14002-1