Does the company put any effort on developing their

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Unformatted text preview: the knowledge of different marketing channels and their pros and cons (Bruhno and Schilt, 2001)? Resources 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). Customer relationships 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 Networks 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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