The strategic value of niche importers in international marketing channels
by Trond Hammervoll; Kjell Toften
International Journal of Globalisation and Small Business (IJGSB), Vol. 6, No. 2, 2014

Abstract: Despite their importance, there is little documentation of the role of niche product importers in the marketing channel. This paper contributes theoretically to the field of study by exploring important ways importers of niche products provide value to their suppliers. Data from ten importers of fine, premium, or specialised wine and food are analysed. A reduced set of key importer value-enhancing activities for niche products is identified. For niche suppliers it is important to use importers that focus on appropriate market segments and that offer comprehensive international logistics solutions. Suppliers should strive to establish partnerships that allows for development of their capabilities and offerings. Such partnership should be based on a good fit between the two organisations. This could include long-term, close, and personal relationships, frequent and direct contact with key people, and similar business philosophies, values, and objectives.

Online publication date: Wed, 14-Jan-2015

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