Develop a Framework for Selection of Intermediary in Marketing Channel

Iranian Journal of Management Studies (IJMS), Vol. 4, No. 1, pp. 25-42, March 2011

18 Pages Posted: 18 Jul 2012

See all articles by Hamid Reza Irani

Hamid Reza Irani

University of Tehran

Kamran Shahanaghi

affiliation not provided to SSRN

gholamreza jandaghi

University of Tehran - Faculty of Management

Date Written: March 17, 2011

Abstract

This study seeks to examine how a company can select the best intermediary for its Marketing channels with minimum of criteria and time. A theoretical framework is proposed based on the most important tasks of intermediary and the criteria to measure them. There are four basic tasks and thirty criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described to illustrate the value of the framework. It is possible to apply the theoretical framework to select the intermediary for any industry or country. However, there might be possible location-specific or industry-specific limitations. Moreover, the framework has proved to be useful in improving the selection of the intermediary in marketing channel. This is a notable and promising side-effect of the exploratory study, at least from a managerial point of view.

Keywords: marketing channel, distribution channel, channel design, selection criteria, channel members, intermediary selection

JEL Classification: D30, M31

Suggested Citation

Irani, Hamid Reza and Shahanaghi, Kamran and jandaghi, gholamreza, Develop a Framework for Selection of Intermediary in Marketing Channel (March 17, 2011). Iranian Journal of Management Studies (IJMS), Vol. 4, No. 1, pp. 25-42, March 2011 , Available at SSRN: https://ssrn.com/abstract=2111067

Hamid Reza Irani (Contact Author)

University of Tehran ( email )

Farabi College, Qom, Iran
Qom
Iran

HOME PAGE: http://www.farabi.ut.ac.ir

Kamran Shahanaghi

affiliation not provided to SSRN

Gholamreza Jandaghi

University of Tehran - Faculty of Management ( email )

Tehran
Iran

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