The Dilemma of Channel Management

The article analyses some of the reasons for the difficulties in designing and managing channels of distribution. In particular it argues that an important dilemma likely to be faced by channel managers is the potential conflict between maintaining stable channel relationships whilst seeking to take...

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Bibliographic Details
Published in:International journal of physical distribution and materials management 1981-07, Vol.11 (7), p.3-19
Main Author: Johnson, Gerry
Format: Article
Language:English
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Summary:The article analyses some of the reasons for the difficulties in designing and managing channels of distribution. In particular it argues that an important dilemma likely to be faced by channel managers is the potential conflict between maintaining stable channel relationships whilst seeking to take advantage of channel opportunities.
ISSN:0269-8218
DOI:10.1108/eb014512