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The paper argues that firms need to create individual and institutional resource competencies around the institutional and environmental impediments for a successful distribution system in emerging markets by adopting a process based approach. The paper is based on integrative analysis of extant literature and examples of firms operating in emerging markets across the globe. It brings out a set of propositions studied under the lens of institutional theory, transaction cost theory, and resource based theory and resource advantage theory. Based on the integrative analysis of case examples and theoretical underpinnings, it is proposed that a hybrid strategy around individual and institutional competencies through a multi tier network with an influencer ecosystem leads to a sustainable distribution system. The recommended conceptual process framework is a significant contribution to theory building on distribution in emerging markets.
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