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Research Group on Marketing, Internationalisation and Management of the Distribution Channel - MARKINADIS

Description

The Research Group on marketing, internationalisation and management of the distribution channel (MARKINADIS) originated in 2005 as a result of a grant for research groups awarded by the General Directorate for Research and Technology Transfer of the Valencian Government, through which the Marketing Research Group (GIMK) (GRUPOS05/057) was established and consisted of researchers from the universities of València, Castellon and Castile-La Mancha. 

The researchers who comprise the team have extensive research experience in marketing, internationalisation and management of distribution channels, as evidenced by their participation in various projects evaluated by ANEP, either as principal investigators or as project members:

  • New perspectives in the internationalisation process of Spanish retail companies: a comparative analysis (ECO200908708).
  • Management of promotions and private labels for an efficient development of the retailer's marketing strategy (SEJ2005-06105).
  • Opportunities and challenges of information and communication technologies for the development of marketing strategies and their impact on consumer behaviour (SEC2002-04326-C03-03).
  • Development of Information Technology (IT) for the management of commercial distribution companies (1FD97-1939).
  • Strategic marketing plan for the mushroom industry in Castile-La Mancha (1FD97-2029).
  • Evaluation of the Internationalisation Plan 2000-2002 for the General Directorate of Trade Policy. Spanish Ministry of Economics.

Thus, the group's research activity is characterised by an interest in explaining the internationalisation processes of companies along the marketing channel. This includes aspects such as:

  • The internationalisation strategy of retail companies, investigating the dynamic capabilities of those companies that internationalise. The company’s marketing strategy must be adapted to different countries, while the dynamic capabilities allow the continuous reconfiguration of the company resources and offerings in markets.
  • Internationalisation processes in the agri-food sector.
  • The multi-channel strategy of international companies, how marketing channels should be integrated in such a way that the combination of traditional and online channels produces beneficial effects in the form of synergies, and expansion of the customer base. 
  • Consumer behaviour in the face of the internationalisation of companies, how consumers from different countries perceive the offer of retail companies. 
  • Consumer behaviour in the virtual environment, analysing the acceptance of online sales and how the integration of the online channel with traditional ones influences consumer satisfaction and loyalty. This is done by adopting a cross-cultural approach, i.e. comparing the Spanish consumer with that of other countries. 
  • The impact of public aid for internationalisation, investigating what influence it has on the design of the international strategy and to what extent it effectively allows the company's international expansion to be expanded and accelerated effectively. 

These objectives and the research activity performed by the applicant team comprise a consolidated research career as a group through the dissemination of publications in prestigious journals, participation in research projects and participation in transfer activities. All the members collaborate in other national and international research groups.

Finally, all the researchers of the group have been part of the Organising Committee of the 17th. Conference of the European Association for Education and Research in Commercial Distribution, held in July 2013 in Valencia and two of them were Co-Chairs.

Goals CT

To progress in the knowledge of the functioning of marketing channels; productivity factors and competitiveness of companies.

Research lines
  • Multi-channel distribution strategy of international companies

    To understand the best practices for carrying out international distribution through multiple channels, which would include the physical shop channel and the online or Internet channel. It is about how to integrate both channels in a way that they complement each other and synergies are obtained.

  • Public support for SMEs internationalisation

    Study of public support measures to remove the barriers faced by companies, especially SMEs, in the internationalisation process, for which it is necessary to first identify the needs and expectations of companies at each stage of the process.

  • Internationalisation of retail companies

    Identify internationalisation strategies of retail companies, investigate dynamic capabilities, processes of marketing adaptation to countries, optimal use of resources, reconfiguration of the company's offer in the markets and brand policy.

  • Marketing channels for agri-food products

    It analyses how agri-food companies face the highly competitive environment, the profound changes in consumer behaviour, the concentration in large distribution companies, and the reasons of success or failure in their international expansion. Support policies.

  • Consumer behaviour in virtual environments

    To research how consumers behave in the virtual shopping and communication environment. To what extent do they use the Internet as a purchasing channel or only for information and how do they use social networks in the purchasing process. How consumer satisfaction and loyalty are achieved in the virtual environment.

Management
  • MOLLA DESCALS, ALEJANDRO
  • PDI-Catedratic/a d'Universitat
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 Contactealejandro.molla@uv.es
Members
  • CALDERON GARCIA, MARIA HAYDEE
  • PDI-Catedratic/a d'Universitat
  • Director/a Titulacio Master Oficial
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 Contactehaydee.calderon@uv.es
  • FAYOS GARDO, TERESA
  • PDI-Titular d'Universitat
  • Director/a Titulacio Master Oficial
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 Contacteteresa.fayos@uv.es
  • FRASQUET DEL TORO, MARTA
  • PDI-Catedratic/a d'Universitat
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 Contactemarta.frasquet@uv.es
  • MIQUEL ROMERO, MARIA JOSE
  • PDI-Catedratic/a d'Universitat
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 Contactemaria.j.miquel@uv.es
Collaborators
  • BERENGUER CONTRI, GLORIA
  • PDI-Catedratic/a d'Universitat
  • Coordinador/a de Programa de Doctorat
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 Contactegloria.berenguer@uv.es
  • GIL SAURA, IRENE
  • PDI-Catedratic/a d'Universitat
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 Contacteirene.gil@uv.es
Scientific production by UV researcher
CNAE

Associated structure
Contact group details
Research Group on Marketing, Internationalisation and Management of the Distribution Channel (MARKINADIS)

Tarongers Campus

Edificio Departamental Oriental. Av. dels Tarongers, s/n

46022 València (Valencia)

+34 963 828 334

Geolocation

www.uv.es/uvweb/departament-comercialitzacio-investigacio-mercats/ca/investigacio/grups-investigacio/markinadis/presentacio-1286183029727.html

alejandro.molla@uv.es

Contact people
  • MOLLA DESCALS, ALEJANDRO
  • PDI-Catedratic/a d'Universitat
View details
 Contactealejandro.molla@uv.es