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in the market and encourage local dealers. Its image will improve, and any
problems with communication, customs and transportation will decrease.

10.5 Key points to consider

Therefore, it is important for organisations to consider what distribution
strategies it needs to adopt for its international markets. Obviously, these

decisions are very much linked to whether or not a company chooses
indirect exporting, direct exporting, co-operation strategies or foreign

direct investment. If the organisation chooses a strategy of indirect
exporting then it does not have any responsibility for the distribution of the
goods in foreign countries; it is usually the export management, trading

company or piggybacking company that deals with this from the home
country. The more involvement that the organisation has, such indirect

exporting, co-operation strategies and foreign direct investment, the more
it needs to take control of its distribution. So, intermediaries need to be

determined, retailing structures need to be assessed and infrastructure of
the intended country needs to be understood (Doole and Lowe, 2008).

10.5.1 Intermediaries

In the B2C context, intermediaries include direct distribution such as mail

order and the Internet, and more indirect channels such as agents,
distributors and retailers. Selecting intermediaries is extremely important

to the organisation (Doole and Lowe, 2008). Czinkota and Ronkainen
(2006) outline the 11C model of selecting intermediaries such as the cost

involved, the levels of control and the coverage needed in a new market.