ABSTRACT
Overseas distribution channel control has always been a topic that scholars study and pay close attention to in international marketing research (Keegan, 1995; Hu & Kondo, 2002). As a matter of fact, exporters’ overseas distribution channels are imbedded in countries’ market environments and marketing systems that differ greatly from one another. Therefore, the overseas channel control strategies become the most challenging part of their export marketing strategies and are closely related to export performance (Cavusgil & Zou, 1994; Bello & Gilliland, 1997). Consequently, how export manufacturers can effectively control their overseas distribution channels and achieve superior export performance has become an important topic in the research field of export marketing that urgently requires a solution.
