Mechanisms to control the marketing activities of foreign distributors

This study provides theoretical and practical insight into the use of control mechanisms in exporter-distributor relationships under different situational circumstances. The results support the different characteristics and requirements underlying three (outcome-based, behavior-based, and relational) types of control. Antecedents used that could affect the use of these control mechanisms were: asset specificity, environmental uncertainty, market knowledge, and resource dependence. A survey among 122 export managers found that by recognizing the characteristics and requirements of the three control mechanisms and their antecedents, exporters will be able to better manage inter-firm controls, which will lead to more effective and efficient export channel management.