Working more or working less? Contingent allocation of reseller effort in distribution channels

摘要: Because resellers in business markets typically represent multiple suppliers, a key variable the study of channels distribution is reseller allocation effort, which involves understanding how much time and resources devotes to supplier help support its products. While effort vital importance channel practitioners, it has been under studied academic literature. We propose conceptual model based on competing values framework, suggests that firms balance different, changing, incompatible challenges, making high performance outcomes difficult attain. suggest these stressors, or concerns can be identified as an economic concern, stability harmony adaptation concern. Such affect through two moderating conditions environment: territory volatility stagnancy. An exploratory featuring 26 semi-structured depth interviews 162 responses from survey distributors brewing industry provide data for hypothesis testing. In general, good found our model. Reseller affected by interaction four types difficulties. Actionable managerial recommendations are provided.