COMPLEX DISTRIBUTION - A STUDY IN THE DIS TRIBUTION CHANNEL FOR COPIER PAPER IN FINLAND

In this article results from a study in the distribution channel for c opier paper in Finland are presented. The study is based on the networ k approach. This approach focuses on the development of relationships between organizations. The structural changes in the relationships hav e been studied over a period of 30 years. The distributors in the chan nel differs clearly from each other. This also affects the content of the distributors relationships both to paper producers as well as to e nd users. Today copier paper is a branded product very much like any o ther consumer product and this clearly increase the demand for effecti ve marketing by the channel members. The above indicate the complexity that exists in the relationships between the organizations in the dis tribution channel.