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1、+Model RETAIL-569; No. of Pages 17 ARTICLE IN PRESS Please cite this article in press as: Hoppner, Jessica J., and Griffith, David A., Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels, Journal of Retailing (xxx, 2015), http:/dx.doi.org/10.1016/j
2、.jretai.2015.04.005 Journal of Retailing xxx (xxx, 2015) xxxxxx Review Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels Jessica J. Hoppner a, David A. Griffith b,1 a Department of Marketing, George Mason University, School of Business, 4400 Univ
3、ersity Drive, MS 1B1, Fairfax, VA 22030, United States b Department of Marketing, College of Business and Economics, Lehigh University, Rauch Business Center, 365, 621 Taylor Street, Bethlehem, PA 18015-3035, United States Abstract Over the past fifty years, the scope of research on international ma
4、rketing channels has significantly evolved. From an early focus on factors influencing the expansion of marketing channels internationally, the literature now investigates a myriad of topics related to the challenges of selecting channel structures and managing channel relationships. This article in
5、vestigates the evolution of international marketing channels research by reviewing 353 international channels-related articles published from 1965 to 2014 under a periodization approach. The assessment of the state and evolution of the literature is used as a foundation for the identification of eme
6、rging themes that will move the field of international marketing channels forward. 2015 New York University. Published by Elsevier Inc. All rights reserved. Keywords: Review; International marketing channels; Political economy framework; Periodization; Managing international channel relationships In
7、troduction Marketing channels are inter-organizational institutional configurations for directing and supporting the flow, from pro- duction to use, of value (Balderston 1964) and have been a central focus of the marketing discipline since its founding as a field of academic inquiry (Bartels 1965; W
8、ilkie and Moore 2003). Through the study of marketing channels, researchers have developed a thoughtful understanding of the structure and management of such inter-organizational arrangements (e.g., Frazier 1983; Heide 1994; Palmatier et al. 2006); however, it was not until the field of marketing ch
9、annels progressed from domes- tic issues to a global focus, slightly more than fifty years ago, that the study of its more intricate international element began to be formalized (Achrol, Reve, and Stern 1983; Griffith and Ryans 1995; Wilkie and Moore 2003). Driven by a dramatic increase in the inter
10、national activities of firms post-World War II, research Corresponding author. Tel.: +1 703 993 1796; fax: +1 703 993 1809. E-mail addresses: jhoppnergmu.edu (J.J. Hoppner), david.a.griffithlehigh.edu (D.A. Griffith). 1 Tel.: +1 610 758 6530; fax: +1 610 758 6941. has since investigated a plethora o
11、f international issues ranging from the factors influencing the internationalization of market- ing channels to the cultural, political and economic differences that effect the structure and management of international mar- keting channels (e.g., Anderson and Coughlan 1987; Bello and Gilliland 1997;
12、 Cavusgil, Deligonul, and Zhang 2004; Contractor and Kundu 1998; Kauser and Shaw 2004; Morgan, Kaleka, and Katsikeas 2004; Severin, Louviere, and Finn 2001). The rapid growth and expansion of research on international marketing channels has resulted in the emergence of many inde- pendent areas of in
13、quiry. The failure to systematically evaluate the literature not only limits our understanding of the advance- ments made to date, but more importantly limits our ability to advance the field into new areas of study. Consequently, the purpose of this article is to review the evolution of research on
14、 international marketing channels from the past to the present day in terms of established trends in topics and thought as well as to provide a prospective look to future areas of inquiry. By doing so, this article attempts to make two key contributions to the literature. First, while previous revie
15、ws have been conducted on specific topics or con- structs commonly examined in the literature (e.g., Aspelund, Madsen, and Moen 2007; Katsikeas, Leonidou, and Morgan http:/dx.doi.org/10.1016/j.jretai.2015.04.005 0022-4359/ 2015 New York University. Published by Elsevier Inc. All rights reserved. +Mo
16、del RETAIL-569; No. of Pages 17 ARTICLE IN PRESS Please cite this article in press as: Hoppner, Jessica J., and Griffith, David A., Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels, Journal of Retailing (xxx, 2015), http:/dx.doi.org/10.1016/j.jr
17、etai.2015.04.005 2 J.J. Hoppner, D.A. Grifth / Journal of Retailing xxx (xxx, 2015) xxxxxx 2000; Sousa and Lages 2011), to the best of our knowledge, none have sought to take a broad-based developmental approach to understanding the extant literature. We examine the topics, theories, and methods fro
18、m a birds-eye view to uncover the breadth and depth of the field as well as the themes that inter- twine between areas to push the field forward. Second, this review contributes to the literature by employing a periodization approach (cf. Hollander et al. 2005) assessing the literature into five-yea
19、r periods to identify changes in the thoughts and actions of researchers in the field of international marketing channels. Through utilizing a periodization approach, we can better under- stand not only what contributions have been made and in what areas they have occurred, thereby organizing the ex
20、tant litera- ture, but also their pattern of development, thereby providing a foundation for identifying emerging themes that could assist in determining the future of international marketing channels research. The remainder of this article is organized as follows: First, we begin with a discussion
21、of the study of international mar- keting channels, identifying its fundamental distinctions from domestic marketing channels using the political economy frame- work (cf. Achrol, Reve, and Stern 1983; Stern and Reve 1980). Next, we present the methodology used to provide the founda- tion for the rev
22、iew. Then, through a systematic analysis of 353 articles from the extant literature, we detail the current state of the literature via the trends in the topics examined, the theories employed, and the methods utilized and describe the evolution of thought in international marketing channels. Lastly,
23、 building from the review and the framework, emerging themes of future research are discussed. We conclude with prospective reflection on the role of international marketing channels research within the larger literature on marketing channels. International Marketing Channels The importance of inter
24、national marketing channels on the firms global marketing operations (and strategies) has been a focus of scholars for over half a century (e.g., Achrol, Reve, and Stern 1983; Morgan, Kaleka, and Katsikeas 2004; Samaha, Beck, and Palmatier 2014). To better understand international marketing channels
25、 research, it is important to identify the key distinction in philosophy between studies examining domestic marketing channels and studies examining international mar- keting channels. Marketing channels, as noted previously, are generally defined as inter-organizational institutional configu- ratio
26、ns for directing and supporting the flow, from production to use, of value (Balderston 1964). Conceptualized within the political economy framework (Achrol, Reve, and Stern 1983; Stern and Reve 1980), marketing channels can be decomposed into a primary task, a secondary task and a macro-environment.
27、 The primary task environment consists of the immediate parties within the focal dyad (i.e., suppliers and customers). The sec- ondary task environment consists of the less immediate upstream and downstream parties that interact with the focal dyad as well as the regulatory agents and other parties
28、that have an influence on the focal dyad. The macro-environment consists of the general social, economic, political and technological forces impinging on the activities occurring within the primary and secondary task environments. The key distinction between international marketing channels and dome
29、stic marketing chan- nels research is the environment that is selected as the primary focus. In the domestic marketing channel context, the primary focus is on understanding the activities occurring within the primary and secondary task environments while maintaining homogene- ity in the macro-envir
30、onment. Research on the primary task environment has examined issues that influence the behaviors of the focal dyad (inclusive of the structure of the dyad and its management), such as implicit and explicit contracts or extra- contractual incentives (e.g., Kashyap, Antia, and Frazier 2012; Lusch and
31、 Brown 1996), whereas research on the secondary task environment has expanded beyond the focal dyad to issues related to upstream/downstream channel partner structure and management, such as how behavior toward a downstream cus- tomer depends upon the governance mechanisms employed toward an upstrea
32、m supplier (Wathne and Heide 2004) or how suppliers enhance profitability by balancing the investments made with their manufacturers and their indirect industrial buy- ers (Dahlquist and Griffith 2014). By focusing on the activities occurring within the primary and secondary task environment, resear
33、ch on domestic marketing channels has broadened our understanding of how domestic channels are structured and managed. Broadening this understanding, the primary focus of inter- national marketing channels research has been on examining the influence of macro-environmental heterogeneity on the pri-
34、mary and secondary task environment (investigating primary and secondary task environmental phenomena under consid- eration of macro-environmental heterogeneity). For example, heterogeneity has been investigated via constructs such as national culture dimensions (Kim and Oh 2002), cultural dis- tanc
35、e (Lee 1998), psychic distance (Griffith and Dimitrova 2014), institutional distance (Yang, Su, and Fam 2012) geo- graphic distance (Trimarchi, Liesch, and Tamaschke 2010), market volatility (Bello and Gilliland 1997), etc. The use of macro-environment heterogeneity within research has primar- ily o
36、ccurred in two ways. The first is by utilizing a comparative approach to examine differences in the activities in the pri- mary and secondary task environments across heterogeneous macro-environments. An example of the comparative approach would be examining how the trust and commitment of chan- nel
37、 members differs between channel relationships based in Chile and those based in Bangladesh (e.g., Bianchi and Saleh 2010) (i.e., an examination of primary task environment inter- actions compared across macro-environments). The second is by utilizing a contrasting approach to explore situations whe
38、re the macro-environments of the focal dyad actors, who are par- ticipating in the primary or secondary task environment are heterogeneous (i.e., understanding primary task environment interactions when channel members come from heterogeneous macro-environments). Examples of the contrasting approach
39、 would include examining the efforts of firms to international- ize into new countries (e.g., Vasilchenko and Morrish 2011) or the factors that influence trust between Chinese buyers and +Model RETAIL-569; No. of Pages 17 ARTICLE IN PRESS Please cite this article in press as: Hoppner, Jessica J., an
40、d Griffith, David A., Looking Back to Move Forward: A Review of the Evolution of Research in International Marketing Channels, Journal of Retailing (xxx, 2015), http:/dx.doi.org/10.1016/j.jretai.2015.04.005 J.J. Hoppner, D.A. Grifth / Journal of Retailing xxx (xxx, 2015) xxxxxx 3 Malaysian sellers (
41、e.g., Armstrong and Yee 2001). In rare cases, both approaches to heterogeneity have been used within a sin- gle work. For instance, Griffith, Myers, and Harvey (2006) explored trust, commitment and information sharing within U.S.-Japan and Japan-U.S. as well as Japan-Japan and U.S.-U.S. channel rela
42、tionships. By emphasizing the multitude of ways in which macro-environmental heterogeneity can influence the primary and secondary task environment, research on interna- tional marketing channels has broadened our understanding of the complexities of operating marketing channels around the world. Re
43、view Methodology A broad based approach to identifying relevant articles was adopted to review the literature. The advanced search func- tion within the Web of Science Core Collection was used to identify articles, published between 1965 and 2014, that included keywords related to both marketing cha
44、nnels research (e.g., wholesale, retail, distribution, supply chain, business-to- business, channel, buyersupplier) and international research (e.g., international, global, culture, country, world, foreign, uni- versal). Each article identified by this initial search process was then individually re
45、viewed to ensure that its focal topic was related to international marketing channels. Any article deemed not topically relevant was removed from the sample (e.g., the “international” focus was recommending an extension into the international domain of a domestic channel study). This search process
46、was conducted in each of the following marketing jour- nals: Journal of Retailing (25 articles), Journal of Marketing (20 articles), Journal of Marketing Research (7 articles), Marketing Science (6 articles), Journal of Consumer Research (1 article), Journal of the Academy of Marketing Science (19 a
47、rticles), International Journal of Research in Marketing (9 articles), European Journal of Marketing (36 articles), International Mar- keting Review (131 articles), and the Journal of International Marketing (99 articles). In total, 353 articles2 were identified. Each article was then assessed accor
48、ding to a coding sheet. Per the recommendation of Cooper (1989), the coding sheet was developed to allow for the broadest collection of data. Data captured included descriptive elements, keywords, type of arti- cle, topic, perspective, theoretical lens, data collection method, country of study, key
49、constructs, key findings, etc. The data was then evaluated for quantitative and qualitative patterns in thought, theory, method, location, and topics of inquiry. While the results of this search do not represent an exhaustive review of the field of international marketing channels as a number The State of the International Marketing Channels Literature Although the field of international marketing channels remains rather nascent, it has seen considerable development over the past fifty years. Consistent with prior broad-based reviews in marketing (e.g., B
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