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

摘要: The vast number of channel types and broad range possible configurations makes identifying a product’s most efficient route to end-users challenging for today’s managers. This study analyzes drivers firm’s distribution intensity their respective effects on performance. simultaneous analysis the two dimensions (i.e., variety channels degree usage) reveals decisions be positively interrelated, reflecting intention achieve market coverage. Moreover, firms align individual context (their business strategy environmental conditions), leading levels. Inefficient levels get penalized by mechanisms. results reveal that more is not necessarily better: offensive-minded particularly creates positive performance effect when complex products are being offered even so customer base contains large share demanding key accounts.