Choice of distribution channels in the internationalization process of companies belonging to Medellin’s clusters
Quiceno Aguirre, Adriana María
Magíster en Negocios Internacionales
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In an internationalization process, companies have to choose the distribution channels in order to develop successful strategies and reach goals in monetary and sales terms. Five variables (asset specificity, technological uncertainty, volume uncertainty, behavioral uncertainty and transaction frequency), developed in Transaction Costs Economy Theory, are a way to understand the impacts of foreign sales in internal procedures and the reasons why companies apply or not a specific distribution channel. In the case of companies belonging to Medellin Ciudad Cluster initiative, these variables highlight the lack of company’s internal preparation (own resources and technology) and the low diversity of distribution channels.