Considers the need for industrial producers intermediaries to beflexible and adapt their channel, e.g. commercial and consumption,strategies to the changing demands of producers and end users.Summarizes that the differing outputs demanded by the above e.g.steady flow of consumption and stock inventory for the former, productvariety and waiting time for the latter should not conflict eventhough end users dictate the intermediaries priorities. Concludes thatintermediaries should position themselves effectively between producersand end users and differentiate in order to retain their niche and avoidbeing taken over, the above being capable of performing many of theirfunctions themselves.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Feb 1, 1992