search query: @author Gilliland, D. I. / total: 5
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| Author: | Gilliland, D. I. |
| Title: | Toward a business-to-business channel incentives classification sheme |
| Journal: | Industrial Marketing Management
2003 : JAN, VOL. 32:1, p. 55-67 |
| Index terms: | Business-to-business Incentives Share incentive schemes |
| Language: | eng |
| Abstract: | A recent focus on intermediary compensation underscores the need to organize the many incentives used by channel practitioners. Employing a grounded theory methodology, a channel incentives classification scheme is induced from 170 unique channel incentives used in 59 high technology suppliers' channel programs. The incentives are organized into 16 subcategories and 5 major categories: credible channel policies, market development support, supplement contact, high-powered incentives, and end-user encouragements. Each incentive subcategory is discussed as a means of controlling reseller behaviours. |
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