An Integrated Approach to the Development of Channel Strategy
Industrial Marketing Management, Vol. 23, No. 4, pp. 315-322, October 1994
Posted: 18 Apr 2006
For many manufacturing firms, a successful strategy for product distribution can play a key role in the delivery of product and technology excellence to their customers. This article presents a framework for an effective industrial distribution strategy for the manufacturing firm that allows it to find the best possible balance between its corporate strategic goals and the interests of its distributors. Our strategy addresses three critical issues: distributor loyalty, distributor effectiveness and capability, and conflict resolution. The strategy is grounded in a literature review of emerging trends and issues in industrial distribution. It is hoped that the proposed strategy can help firms find direction for managing their distribution efforts into the year 2000 and beyond.
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