Parallel Importation in Taiwan: A View from a Newly Emerged Country and a Comparative Analysis

The issue a parallel importation has been explored from the perspectives of more developed, brand‐exporting, countries, in the literature. Examines the issue from the perspective of a newly emerged, brand‐importing country. Taiwan, and reports a comparative analysis. In addition, an exploratory survey via personal interviews with managers of trading companies involved in parallel importing was conducted to gain insight on how parallel importers operate in Taiwan. Knowing different opinions and attitudes towards parallel importation in emerging markets can help multinational companies make better internal marketing decisions. Concludes that most significant contribution of parallel importation to Taiwan′s economy is that it generally result in lower prices, better products and, therefore, a higher quality of life.