The Channel Intermediary Selection Decision: A Model and an Application

V. Kasturi Rangan, Andris A. Zoltners and Robert J. Becker
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V. Kasturi Rangan: Graduate School of Business Administration, Harvard University, Boston, Massachusetts 02163
Andris A. Zoltners: J. L. Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois 60201
Robert J. Becker: Digital Equipment Corporation, 150 Flanders Road, Westboro, Massachusetts 01581

Management Science, 1986, vol. 32, issue 9, 1114-1122

Abstract: 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.

Keywords: marketing; distribution; intermediary selection (search for similar items in EconPapers)
Date: 1986
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:32:y:1986:i:9:p:1114-1122

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