The role of the salesforce in achieving cooperation from dominant channel partners
Date
2010
Authors
Zippel, C.
Wilkinson, J.W.
Editors
Kwiatek, P.
Weilbaker, D.
Weilbaker, D.
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Conference paper
Citation
Global Sales Science Institute (GSSI) conference 2010, 2010 / Kwiatek, P., Weilbaker, D. (ed./s), pp.1-16
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Conference Name
(16 Jun 2010 - 18 Jun 2010 : Poland)
Abstract
The emergence of large retail chains has resulted in a shift in channel power from manufacturers to retailers. Typically, this shift has reduced the level of cooperation manufacturers now obtain from retail channel partners. In turn, this now limits the ability of manufacturers to implement some components of their preferred marketing strategies. This paper provides a discussion on channel power and cooperation, and the roles of the salesforce and selling teams in attempting to increase cooperation from channel partners.
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Copyright 2010 The Authors