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| Author: | Jindal, R. P. (et al.) |
| Title: | Determinants of the variety of routes to market |
| Journal: | International Journal of Research in Marketing
2007 : MAR, VOL. 24:1, p. 17-19 |
| Index terms: | customer relations distribution channels markets |
| Language: | eng |
| Abstract: | Nowadays organizations use more and different routes to market. This paper explores whether such heterogeneity in the variety of routes to market can be explained systematically. The paper concentrates to explore how the type and level of a firm's customer orientation and the type and degree of customer search behavior influences the firm's adoption of a variety of routes. The article tested the hypotheses by collecting primary data on 210 firms in four consumer industries across three countries. The results show that there is a link between a firm's customer orientation and the breadth of its variety of routes, but only partial evidence for a link between customer search behavior and the breadth of the variety routes. |
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