L. Kudyrko, Candidate of Sciences (Economic), Associate Professor, Professor of Department of International Economics, I. Sevruk, Candidate of Sciences (Economic), Assistant Lecturer of Department of International Economics, Kyiv National University of Trade and Economics, Ukraine FORMATION OF DISTRIBUTION SYSTEMS WITH THE INVOLVEMENT OF THE GLOBAL RETAIL CHAINS

The purpose of the article is to analyze the features of formation and functioning of multi-marketing distribution systems involving global retail chains and identify the causes of conflicts between participants in the global supply chain and suggest possible ways to displace them. The article represents the author’s definition of the term “global retail chain”. The role and responsibilities of international retailers in the formation of marketing structures on international markets are discovered. The algorithm of the relationship between the participants in the traditional vertical marketing system with the definition of international components is determined. The conflict causes between the participants within the distribution channel are identified.

Keywords: marketing distribution systems, global retail chains, marketing conflicts, transnational companies, distribution channels, supply chains.

DOI: http://dx.doi.org/10.17721/1728-2667.2015/173-8/6

  1. Kotler P. Marketing Management / P. Kotler. – Prentice Hall; 11 ed., 2002. – 768 p. DOI: 10.2307/1250429
  2. Lambin, J. (2005). Menedzhment, orientirovannyi na rynok [Market-driven management], St. Petersburg: Piter [in Russian].
  3. Shtern, L (2002). Marketingovye kanaly [Marketing channels], Moscow: Williams [in Russian].
  4. Starostina, A.O. (2012). “Formation of competitive advantage on international markets”, Zovnishnia torhivlia: ekonomika, finansy, pravo, no. 5, pp. 13-18 [in Ukrainian].
  5. Korolchuk, O. (2004). Formuvannia ta rozvytok vertykalnykh marketynhovykh system v Ukraini [Formation and development of vertical marketing systems], Kyiv: Kyivsky natsionalny torhovelno-ekonomichny universytet [in Ukrainian].
  6. Kanischenko, O.L. (2008). “The development of logistics functions of international marketing”, Visnyk Natsionalnoho universytetu “Lvivska politekhnika”, no. 633, pp. 269-274 [in Ukrainian].
  7. Krykavsky, Y. (2009). Marketynhova polityka rozpodilu [Marketing distribution policy], Lviv: NU “Lvivska politechnika” [in Ukrainian].
  8. Belovodskaya, E.A. (2013). “Formation of the theoretical and methodological approach to the assessment of the marketing channels of distribution in industrial plants”, Problemy sovremennoy nauki, no. 8, pp. 123-132 [in Russian]. rozvitok ekonomiky, no. 5, pp. 293-298 [in Ukrainian].
  9. Bagiev, G. (2011). Marketing vzaimodeistviya [Marketing cooperation], St. Petersburg: Asterion [in Russian].
  10. Shtal, T.V and Dobroskok, Y.B. (2012). “Elements of the mechanism of interaction of subjects in marketing channels”, Biznes Inform, no. 10, pp. 17-22 [in Russian].
  11. Global Supply chain survey (2013). Survey by Pricewaterhousecoopers [online] Available at: (Accessed July 21, 2015).
  12. Kudyrko, L.P. and Sevruk, I.M. (2013). “International trade networks in the processes of concentration in the food market (FMCG) of Ukraine”, Biznes Inform, no. 8, pp. 56-63 [in Ukrainian].
  13. Top-50 largest retailers of Ukraine, [online] Available at: (Accessed July 21, 2015).
  14. Pavlova, V.A. (2011). “Trade networks in Ukraine: features and development problems”, Akademichnyi ohliad, no. 1, pp. 63-69 [in Ukrainian].
  15. Channel Conflict : Horizontal and Vertical Conflicts, [online] Available at: (Accessed June 2, 2015).
  16. March, J. G., Simon, H. A., Guetzkow, H. S. (2003). Organizations, 2nd ed. Cambridge, MA : Blackwell [in English].
  17. Radaev, V.V. (2005). “The dynamics of business strategies of Russian retailers under the influence of global trade networks”, Rossiyskiy zhurnal menedzhmenta, Vol. 3, no. 3, pp. 3-26 [in Russian].
  18. Sistema marketingovoy integratsii [System of marketing integration], [online] Available at: (Accessed July 21, 2015).
  19. Daszkowski, D. What Is a Franchise, [online] Available at: (Accessed July 21, 2015)
  20. Global investments survey, UNCTAD (2011), [online] Available at: (Accessed June 2, 2015).
  21. Carrefour: 400 franchise stores by the end of 2012, [online] Available at: (Accessed June 2, 2015).
  22. Official web-site of “Wal-Mart Stores Inc.”, [online] Available at: (Accessed June 2, 2015).
  23. Annual Financial Statements of Metro AG, 2012, [online] Available at: (Accessed June 2, 2015).