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Exporters actively approach their indirect customers with marketing activities in their channels of distribution. Nonetheless, research on international marketing lacks an integrative conceptualization of this phenomenon. The author attempts to addresses this gap by conceptualizing an exporter’s marketing approaches to customers’ customers. Reviewing the relevant literature, the author identifies three indirect customer relationship approaches: customer downstream support, collaborative indirect customer management, and individualistic indirect customer management. The author also proposes external and internal moderators that affect the relationship between an exporter’s marketing approaches to indirect customers and its financial success. It is argued that even though power constellations and product value contribution in the export marketing channels determine the specific indirect customer marketing approach that would lead to export-marketplace positional advantage, internal professionalization of an exporter’s organizational structure and processes further support the positive effect of each approach.