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Comparing export marketing channels: developed versus developing countries

Goitom Tesfom (College of Business and Economics, University of Asmara, Asmara, Eritrea)
Clemens Lutz (Faculty of Management and Organisation, University of Groningen, Groningen, The Netherlands)
Pervez Ghauri (Manchester School of Management, UMIST, Manchester, UK)

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 August 2004



The article presents a qualitative model, derived from the transaction cost and resource dependence theory, to compare the business relationships in the marketing channels between footwear buyers in The Netherlands and Uganda, and their suppliers. The observed business relationships are used to design an export‐marketing channel for Eritrean footwear manufacturers looking for new export market opportunities. The findings show that the design of the export marketing channels for Uganda and The Netherlands differs as a result of the transaction costs involved. Taking into account the weak resource base of the Eritrean manufacturers, we conclude that it may be easier for them to enter the Dutch market than the Ugandan market.



Tesfom, G., Lutz, C. and Ghauri, P. (2004), "Comparing export marketing channels: developed versus developing countries", International Marketing Review, Vol. 21 No. 4/5, pp. 409-422.



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Copyright © 2004, Emerald Group Publishing Limited

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