Dual distribution channels in foreign markets: A capability-based analysis

Exporting manufacturers often choose both integrated and independent channels to sell a product in foreign market. This is called dual distribution markets or export channels. The purpose of this study employ capability theory examine the effects two factors, namely market orientation (EMO) entrepreneurial (EEO) capability, on choice use also examines moderating cultural distance relationship between these factors channel choice. Empirical testing was conducted using survey data collected from 196 industrial exporting manufacturers. results show that with strong EEO capabilities are likely instead Moreover, empirical evidence reveals EMO less channels, but moderates its negative effects. current contributes improving understanding international management by identifying driving