What British distributors dislike about manufacturers |
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| Institution: | 1. Department of Electrical Engineering, University of Chile, Av. Tupper 2007, Santiago, Chile;2. Advanced Mining Technology Center, University of Chile, Av. Tupper 2007, Santiago, Chile;3. Department of Electrical Engineering, CINVESTAV, Av. IPN 2508, México DF, México;1. King''s College Business School, King''s College, London WC2B 4BG, UK;2. Sussex Business School, University of Sussex, Brighton BN1 9SL, UK;3. Motivforce Marketing & Incentives, 17 Hanover Square, Mayfair, London W1S 1BN, UK;4. School of Marketing, UNSW Business School, UNSW, Sydney 2052, Australia |
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| Abstract: | Producers compete for the resources of the distributors they share. However, knowing how to win and retain a distributor's commitment is difficult because far too little is known about their perspective of the manufacturer-middleman relationship and about what they want producers to put into it. This article provides insights into the producer-related causes of dissatisfaction and motivation through a survey of British distributors of engineered products. A wide range of factors are shown to be relevant, and a fairly broad picture of distributors' views of a desirable channel partnership emerges. Implications for producers' channel relationship provisions are made. |
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