Authors: Milan Jurše; Jerneja Jager
Addresses: Faculty of Economics and Business, University of Maribor, SI-2000 Maribor, Razlagova 14, Slovenia ' Division Modiana, PS Mercator d.d, SI-1000 Ljubljana, Dunajska 107, Slovenia
Abstract: We explore the key challenges of a changing global market context and their effects on manufacturers' marketing channel strategies in times of retail firm internationalisation and proliferation of retailer brands in international markets. Empirical research is based on surveying a random sample of Slovenian manufacturing firms and explores the underlying relationships between the manufacturer export market orientation, innovativeness, relationships with customers in foreign markets, proliferation of retailer brands and the manufacturers' distribution strategy. The study highlights the relationships between these dimensions of international marketing process and delineates some key strategic responses of firms to changing marketing channel context. Finally, some strategic suggestions for their international distribution channel strategy are presented.
Keywords: marketing channel strategy; distribution strategy; innovativeness; retailer brands; international markets; marketing channels; strategic management; Slovenia; manufacturing industry; export markets; export orientation; customer relationships.
International Journal of Innovation and Learning, 2017 Vol.21 No.2, pp.127 - 148
Received: 02 Sep 2015
Accepted: 06 Sep 2015
Published online: 11 Jan 2017 *