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A Supplemental Distribution Channel?: The Case of U.S. Parallel Export Channels
Beginning of article
Much has been written on gray marketing or parallel marketing channels in the U.S. but little has been done on parallel channels of U.S. exports. An exploratory survey was done of international marketing executives to learn of their experiences with the formation of parallel channels of their products. This study identified how parallel traders sourced their products and what factors led to the formation of parallel channels. Comparisons were made between U.S. parallel export channels from U.S. parallel import channels. While grave problems occur with parallel channels, evidence was presented that suggested that parallel channels can provide export marketers with benefits not found in …
