ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
The rise of eB2B retailers opens up an exciting opportunity for collaboration with CPG manufacturers.
Multinational corporations require ongoing management of marketing channels, leading to challenges rooted in complex relationships between HQ-subsidiaries, subsidiaries-local channel partners, and third-party mediators at each host country level. For effective channel management, HQ should align subsidiary goals with HQ’s strategic motives and leverage subsidiary networks. This could be achieved by informal decision-making processes with subsidiaries to boost performance, or by moving employees across subsidiary networks.
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