Channel Strategy Configurations for Manufacturers with Indirect Distribution
Sprache des Vortragstitels:
Englisch
Original Tagungtitel:
39th EMAC Conference: The Six Senses ? The Essentials of Marketing
Sprache des Tagungstitel:
Englisch
Original Kurzfassung:
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.
Sprache der Kurzfassung:
Englisch
Englischer Vortragstitel:
Channel Strategy Configurations for Manufacturers with Indirect Distribution