Subject category:
Marketing
Published in:
1990
Length: 3 pages
Data source: Field research
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Abstract
The change-over from agency to distributorship in a small trading subsidiary of a large Yugoslavian manufacturing company leads to unexpected consequences. Operating costs and risks increase due to cultural differences and insufficient competitiveness of the subsidiary. The objectives of the case are to analyse costs of own vs independent marketing channels with consideration of additional costs created by cultural differences in international marketing.
Location:
Size:
Medium, large
Other setting(s):
1980
About
Abstract
The change-over from agency to distributorship in a small trading subsidiary of a large Yugoslavian manufacturing company leads to unexpected consequences. Operating costs and risks increase due to cultural differences and insufficient competitiveness of the subsidiary. The objectives of the case are to analyse costs of own vs independent marketing channels with consideration of additional costs created by cultural differences in international marketing.
Settings
Location:
Size:
Medium, large
Other setting(s):
1980
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