search query: @author Cespedes, F. V. / total: 7
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| Author: | Cespedes, F. V. |
| Title: | Control vs. resources in channel design: distribution differences in one industry. |
| Journal: | Industrial Marketing Management
1988 : VOL. 17:3, p. 215-227 |
| Index terms: | DISTRIBUTION CHANNELS INDUSTRIAL MARKETING |
| Language: | eng |
| Abstract: | A case study is presented to illustrate the developed conceptual framework concerning the interplay between control and resources in manufacturers' channel design policies. The general position of the company examined is outlined. Data are presented about customers and distributors. Competitors are listed, distribution policies are compared. Marketing profile comparisons are summarized. Key factors shaping distribution strategy are analysed. The limits of the case are highlighted, practice is confronted with theory. Trade-offs between a producer's ability to control important channel functions and the financial resources required to exercise that control are examined. Implications are summarized for theory and practice. |
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