Independent distribution: an approach for multinationals in the overseas market. Impact of market size in segmenting distribution for the electrical appliances market.

Resumen

Multinational companies nowadays are acting globally as they attack markets worldwide. In order to deploy their strategy those companies need to build support and front office structures. In a dynamic environment in which markets face volatility the required structures can harm the performance of the subsidiaries. An alternative to mitigate such risk arise by outsourcing activities in the supply chain offering opportunities for local entrepreneurship. The next step to act at country level is transferring the activity to an independent distributor that will follow the strategic guidelines set by the multinational and coordinated from a wider area regional headquarters. Keywords: Market independent distribution, distribution segmentation, multinationals overseas.