Adapting a Marketing Channel to the Missionary Network in Underdeveloped Countires

Abstract

Examining the export market into third world or otherwise undeveloped countries, one finds all sorts of barriers to entry. One finds that markets in these countries are more or less "unknown," or unpredictable; at times they are even highly risky. There are some conceptual difficulties in the definition of marketing in underdeveloped countries. Rapid economic development, undertaken by underdeveloped countries in their respective regions, aimed at rapid industrialization and betterment in living standards, is based on theories that have yet to be formulated to bring about that change (Chaturvedi, 1975). Since export concerns are common to most nations, no one country has a monopoly on export problems and solutions. In spite of the commonalities, however, export research has tended, particularly in the United States, to be carried out in an ethnocentric fashion (Czinkota & Tesar, 1982).