Bachelor Thesis from the year 2013 in the subject Business economics -
Trade and Distribution, grade: 1,0, Vienna University of Economics and
Business (Institute for International Business), language: English,
abstract: "The opportunities for channel researchers to contribute to
knowledge creation in the marketing discipline and, at the same time,
affect business practice are almost endless" (Frazier 1999, p.238).
While the theoretical understanding of the internationalization and
international marketing strategies of large firms has been in the focus
of research since a long time, attention has been given only recently to
investigate the same questions for small and medium-sized enterprises
(SMEs). Exporters need to question their export channel structure every
day in order to remain successful. Should the product be distributed
directly or indirectly? Which way is more efficient, effective and/or
profitable? Should export channels be changed? (John & Weitz 1988, Huan
& Hsu 2003). The decision on channel integration, the extent to which
the export channel is performed by the exporting firm without
intermediaries, is extremely important, as it affects revenues,
investments and costs (Shervani, Frazier & Challagalla 2007). As a
research field, export channel structure is vital for two groups. First,
there are scholars trying to find evidence for applied theories, and
second, managers attempting to reduce risks and improve export
performance. Wrong decisions in export channel choice may incur high
costs and long-lasting difficulties, particularly for SMEs. These firms,
if active in international exporting, tend to rely on one or few export
channels. At the same time, SMEs operate the majority of export channels
worldwide and are more inclined to switch their export channels than
multinational firms. The first export channel research started in the
70s. Since then considerable progress has been made. Especially in the
late 80s and early 90s researchers hav
