Sales channel strategies in export marketing of small and medium sized high tech companies

This study examines sales channel strategies in export marketing of small and medium sized high tech companies. The development from single towards multiple sales channel structures is described and analyzed on the basis of four theoretical approaches. Multiple sales channels proved to be less common in the SME high tech field than in the design field studied earlier. Particularly dual sales channels were found to be ill-suited for high tech companies, which emphasize co-operation and avoidance of sales channel conflicts. Hybrid sales channels were found to suit better the international expansion needs of such firms. Finally, the implications of the recent technological environmental changes on sales channel strategies are presented.