When the product is digital, it will most often be distributed directly to the customer through the Internet, and therefore, the entry modes, considered in this paper, are different flavors of the entry mode called direct export: virtual export channel is generally understood as the entry mode for digital product providers. However, other types of entry modes like what we call direct digital export with F2F-sales, direct digital export with F2F-support, and virtual sales subsidiary are entry modes that respond to a higher degree of pre- and postsales complexity.
Journal of Macromarketing, 2005, Vol 25, Issue 4, p. 270-270
Main Research Area:
Ninth International Conference on Marketing and Development: Marketing Contributions to Prosperity and Peace, 2005