Evaluating Export Middlemen in Alternative Channel Structures

Although instability characterises export channels, little research has examined the interfirm evaluations that are related to a manufacturer′s continued use of export middlemen. In this research, a manufacturer′s evaluations of its international intermediary are divided into performance, dependence, and importance dimensions. Theoretical and empirical literatures are used to frame hypotheses linking each evaluative dimension to an aspect of the manufacturer′s channel design strategy. The results show that manufacturers′ evaluations of their middlemen are systematically related to the economic and organisational strategies used by manufacturers. The discussion draws important implications for managing the indirect export channel.