Role of Local Intermediaries in International Marketing: Bridging Global Firms and Local Markets

Abstract

International marketing success depends not only on global strategies but also on effective local execution. Local intermediaries—such as distributors, agents, brokers, and trading partners—play a critical role in bridging multinational firms with host-country markets. They provide market access, cultural interpretation, regulatory navigation, and relationship management. This study examines the strategic role of local intermediaries in international marketing, analyzing their functions, benefits, challenges, and evolving relevance in the digital era. Using a comprehensive literature review and conceptual synthesis, the paper proposes an integrated framework illustrating how intermediaries enhance international market performance. The findings contribute to international marketing theory and provide practical insights for firms operating across borders.