Abstract
Although channel integration is an important topic in international marketing literature, several issues related to the topic are not fully addressed. First, mature products have received much attention in previous research and entry mode choice for new product export is not adequately examined. Second, among prior studies few explored the impact of channel integration on product market performance. Third, previous studies placed an emphasis on the effect of asset specificity on channel integration. However, their asset specificity was examined in the context of investment in service industries or general business and the findings are not readily applicable to investment in new product development in emerging industries.
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© 2015 Academy of Marketing Science
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Li, T., Li, Z. (2015). Channel Integration In New Product Export: Antecedents And Performance. In: Spotts, H. (eds) Proceedings of the 2002 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11882-6_9
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DOI: https://doi.org/10.1007/978-3-319-11882-6_9
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11881-9
Online ISBN: 978-3-319-11882-6
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