How Electrical Contractors Choose Distributors
Industrial Marketing Management, Vol. 20, No. 1, pp. 29-42, February 1991
Posted: 27 Feb 2012
Date Written: 1991
The current study examines the issue of channel power from the customer's perspective. A summary of previous studies on channel power is given. These findings are then contrasted with the results of a nationwide study of the buying habits of electrical contractors. The degree to which the channel member(s) can influence customers, coupled with other factors existing in the external environment, will directly affect the customers' decisions about establishing alliances.
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