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Innovation as a phenomenon in distribution and network markets has conceptualised in the recent years due to the rise in globalization and adoption of new advanced technologies. The objective of the study is to understand the influence innovation has in the form of technology on distribution and network markets in the city of Mumbai where the respondents consisted of working population and business owners. The key aspects that have been focussed are attributes like effect of innovation on the relationship between the members of the channel and influence of economic, cultural, institutional, concept on innovation in the international marketing channels. Thus, prevailing that there is a vision that does not completely acknowledge the consistency of the relationship upstream and downstream value chains.

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