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

See all articles by Leonard Kistner

Leonard Kistner

California State University, Fullerton - Department of Marketing

Anthony Di Benedetto

Temple University

Abstract

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.

Suggested Citation

Kistner, Leonard and Di Benedetto, Anthony, An Integrated Approach to the Development of Channel Strategy. Industrial Marketing Management, Vol. 23, No. 4, pp. 315-322, October 1994. Available at SSRN: https://ssrn.com/abstract=896085

Leonard Kistner

California State University, Fullerton - Department of Marketing ( email )

P.O. Box 6848
Fullerton, CA 92834-6848
United States

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