Unformatted text preview: the knowledge of different marketing channels and their pros and
cons (Bruhno and Schilt, 2001)?
How does the financial, human and technological resources influence the company’s choice
of marketing channel? Limited resources can limit the company’s freedom of choice when
choosing a marketing channel (Bruhno and Schilt, 2001).
How many customer relationships does the company have? Are the company’s customer
relationships homogenous or heterogeneous? Does the company put any effort on developing
their customer relationships (Bruhno and Schilt, 2001)? 13 LITERATURE REVIEW
Does the company have any existing contacts and relationships in the different markets? Does
the company have the opportunity to get any help from other Swedish firms on the different
markets? Does the company have any external part involved in their international act? Does
the company actively work with development of participation in different networks? Does the
participation in the differe...
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