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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0885-8624
- DOI
- 10.1108/08858629210035382
- Publisher site
- See Article on Publisher Site
Abstract
Considers the conflict between manufacturers products sellingrequirements and the dominant sales strategy of the distributor, thelatter resulting in pricing and stockholding disagreements which themanufacturer must control and manage. Examines the reasons formismatches, e.g. the relative marketstrength and weakness of the partiesand product line policy mismatches. Highlights the factors affectingdistributors selling strategies and the prevailing use of a singlestrategy. Concludes that manufacturers should be more aware of thepotential differences in orientation between themselves and distributorsand deal with them at an early stage in the process.
Journal
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Mar 1, 1992