Realities of channel dynamics: A wholesaling example
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 3
Abstract
Using the formation of wholesaling institutions as an example, this paper argues that while perhaps conforming to established models of channel formation, channel structure results primarily from short-term and narrowly focused decision making. The paper describes a six step sequence that an evolving merchant wholesaler can be expected to pass through, each step characterized by immediate and short-term concerns.
Keywords
Distribution Channel, Trade Credit, Channel Dynamic, Sales Force, Channel Member
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