International channels of distribution

Channel conflict-the degree to which manufacturers and their channels of distribution experience conflict and difficulties in the conduct of business-has been a popular research topic. However, studies have generally focused on the domestic market, largely ignoring or treating international marketing as an afterthought. This paper examines international channel conflict. Specifically, it has two major purposes. The first is methodological. A measurement scale that was developed to measure channel conflict in domestic marketing (Gaski and Nevin 1985) is applied to an international context and its psychometric properties are assessed. The second is substantive. Two determinants of international channel conflict: (1) distribution system quality; and (2) cultural distance between exporters’ home and international target countries are examined. Methodologically, Gaski and Nevin’s scale (1985) requires modification for use in international marketing research. Substantively, the more culturally distant the target market and the lower the distribution system quality, the higher the level of perceived conflict between exporters and their channels of distribution. Theoretical and managerial implications of these findings are discussed.