CHANNEL INTEGRATION DECISIONS IN NEW PRODUCT GLOBAL COMPETITION: A CONCEPTUAL FRAMEWORK AND EMPIRICAL EXAMINATION

Although research on channel integration has evolved into a major stream in literature in international marketing, channel integration in new product export remains unexamined. Drawing on transaction cost analysis, organizational capability, and marketing control perspectives, the authors develop a conceptual model of channel integration in new product export. They further test the model using data collected from the computer software industry. The findings indicate that both channel integration and new product competitive advantage exert positive impacts on product market performance in foreign markets. The results regarding asset specificity, country risk, and firm size offer interesting insights about the linkage between these antecedents and channel integration.