Faculty Publications

How Do Small Firms Possibly Survive? A Comparison Study Of Marketing Skills And Logistics Infrastructure Of Small And Large Wholesalers

Document Type

Article

Keywords

Japan, Logistics, Marketing skills, Small and large wholesalers

Journal/Book/Conference Title

International Business Review

Volume

22

Issue

4

First Page

687

Last Page

698

Abstract

Most wholesalers are small family-owned firms that frequently lack marketing skills and an infrastructure capable of setting into practice state-of-the-art marketing distribution systems. They are much more consumed with daily activities and credit and collection functions than they are with developing marketing skills and logistics networks. The purpose of this exploratory study is to identify the elements of marketing skills and logistics that are associated with the performance of small and large wholesalers, and to compare and contrast these variables. Data were collected from 4500 small and large wholesalers in Hyogo and Osaka prefectures in Japan. Multiple regression analysis of this study found that the factors of supplier's financial assistance and buyer's services to wholesalers explained the performance of small wholesalers, and the factors of supplier's service to wholesalers and buyer's service to wholesalers explained the performance of large wholesalers. Multivariate analysis of variance and multiple discriminant analysis revealed that large and small wholesalers differed with respect to supplier's services to wholesalers, the supplier's financial assistance, and the wholesaler's intra logistics activities. Implications are discussed. © 2012 Elsevier Ltd.

Department

Department of Marketing

Original Publication Date

8-1-2013

DOI of published version

10.1016/j.ibusrev.2012.10.003

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