MSRP's main role for export brands is to maintain brand positioning and protect channel margins. Without a clear MSRP, different distributors can undercut each other, gradually eroding your brand's perceived value across the market and demotivating partners who actually invest in promotion. Once you set a clear MSRP, you can tell each channel level: your cost is X, suggested retail is Y, your profit margin is the difference. This gives distributors a clear profit expectation and increases both trial willingness and repeat order likelihood. While channel partners ultimately have pricing authority, controlling MSRP gives you control over brand positioning. Although distribution partners ultimately set their own prices, establishing an MSRP puts brand positioning power in your hands.