Title Bitter taste : an agency agreement in Vietnam goes awry / Beat Hans Wafler, (School of Management, Asian Institute of Technology, Pathumthani, Thailand), Rian Beise-Zee, (College of International Management, Ritsumeikan Asia Pacific University, Oita, Japan)

Published Bingley, U.K. : Emerald Publishing Limited, 2017 ♭2017

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource : 17 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 7, issue 2 Summary This case describes and explains a common problem encountered frequently by overseas manufacturers who want to enter an emerging market through a third-party agent representation. The overseas supplier uses the agent's service and solid reputation to enter an emerging market with limited exposure to costs and risk. The agent works towards guarding the relationship with the overseas supplier for as long as possible. The development of the relationship illustrates what kind of conditions have to be stipulated in advance to provide an acceptable solution to both parties concerned once they part ways Notes This research is based on a European food ingredients manufacturer, who was expanding its business in different Asian emerging markets, namely, Vietnam and Cambodia. The agent was a long-time established trading house who acted frequently as agent for overseas companies that wanted to get a foothold in these promising Asian emerging markets Teaching Notes are available for educators only. Please contact your library to gain login details Includes index Bibliography Includes index and bibliographical references Audience This is a longitudinal case study of a market entry by a European food ingredients manufacturer through a foreign-owned third agent. The authors studied how sales developed over the first few years and then concentrated the investigation on the fact that after the sales volume was reached, the overseas manufacturer wants to cancel the agency agreement and do the business directly without getting the agent involved Subject International business enterprises -- Management -- Case studies Food industry and trade -- Vietnam -- Case studies Food industry and trade -- Cambodia -- Case studies Business & Economics -- International -- General. International business. Genre/Form Case studies. Form Electronic book Author Beise-Zee, Rian, author

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