The Channel Intermediary Selection Decision: A Model and an Application

Distribution channel design is a complex decision involving (a) the strategic choice of the appropriate channel structure, and (b) the tactical selection of the appropriate intermediaries. This paper presents a decision framework and a model to aid management in the tactical selection of the channel intermediaries and the target markets they should serve. The proposed model-based decision approach is illustrated with an actual industrial marketing application. The optimal intermediary network selected by the model is compared to an intuitive network recommended by sales management.

• 저널Management Science · 32(9) · 1114–1122
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mnsc.32.9.1114
• 저자V. Kasturi Rangan, Andris A. Zoltners, Robert J. Becker