Channel Strategy Configurations for Manufacturers with Indirect Distribution

Description

This study focuses on channel strategy options for manufacturers with indirect distribution. The prime research objective was the development of a configuration model of successful channel strategies. The channel strategies of eleven Austrian manufacturers in the building industry and interior industry were the base of this qualitative study. The designed configuration model, with five successful configurations, demonstrate that mainly two dimensions (attractiveness of the wholesale and market scope) have an important influence on the selection of channel strategy. Different internal and external factors are linked to the dimension attractiveness of the wholesale.

Period	02 Jun 2010
Event title	39th EMAC Conference: The Six Senses – The Essentials of Marketing
Event type	Conference
Location	DenmarkShow on map