AN INTEGRATED APPROACH TO THE DEVELOPMENT OF CHANNEL STRATEGY

For many manufacturing firms, a successful strategy for product distri bution can play a key role in the delivery of product and technology e xcellence to their customers. This article presents a framework for an effective industrial distribution strategy for the manufacturing firm that allows it to find the best possible balance between its corporat e strategic goals and the interests of its distributors. Our strategy addresses three critical issues: distributor loyalty, distributor effe ctiveness and capability, and conflict resolution. The strategy is gro unded in a literature review of emerging trends and issues in industri al distribution. It is hoped that the proposed strategy can help firms find direction for managing their distribution efforts into the year 2000 and beyond.