The relationship between network structure and international channel performance: a moderating effect of E-business activity

Abstract

This study is an investigation of international marketing channel modes, relationship with an export company's network of business, e-business activity, and marketing channel performance. An initial case study of three international enterprises was followed up with a questionnaire survey based on a model derived from the literature and the results of the case organisations. The main influences identified from the questionnaire survey were local market conditions and the level of cooperation between channel members. The main differences detected among the network's structural relationships resulted from differing degrees of centralisation. Different channel modes resulted in different degrees of mutual trust, centralisation, profitability, and formality in the relationship between an enterprise and its overseas contacts. The level of electronic business activity was positively related to the level of cooperation with channel partners and to the sales performance of the channel.