Distributing through multiple channels in industrial wholesaling: how many and how much?

@article{Kuferle2015DistributingTM,
  title={Distributing through multiple channels in industrial wholesaling: how many and how much?},
  author={Monika K{\"a}uferle and Werner Reinartz},
  journal={Journal of the Academy of Marketing Science},
  year={2015},
  volume={43},
  pages={746-767}
}
The vast number of channel types and broad range of possible channel configurations makes identifying a product’s most efficient route to end-users challenging for today’s managers. This study analyzes drivers of a firm’s distribution intensity and their respective effects on performance. The simultaneous analysis of the two dimensions of distribution intensity (i.e., the variety of channels and the degree of channel usage) reveals the two decisions to be positively interrelated, reflecting a… CONTINUE READING

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