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Multiple channel strategies in the European personal computer industry

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This study examines sales channel strategies for international expansion as a means of compensating for constantly decreasing unit prices and margins in the personal computer (PC) industry operation in the European Union market. The development from single (direct or indirect) to multiple (dual or hybrid) sales channel strategy for international expansion is described and analyzed on the basis of four theoretical approaches. The methodology used is a qualitative research strategy. A longitudinal multiple case study consisting of 20 top management interviews related to four cases is conducted, examining the development of the sales channel strategies of selected large companies in the European PC business. Multiple sales channels, especially the hybrid ones, are an optimal solution for expanding sales volumes. The results contribute to the relatively underresearched area of multiple channels, and the managerial implications drawn should be helpful not only to PC companies but also to other firms, such as "born globals?.Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Theory Computer industry Distribution channels Expansion Product life cycle Market strategy studies International markets
ISBN/ISSN	1069031X
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data