Managing the distribution channels for high‐technology products

Sunil Sahadev, S. Jayachandran
2004 European Journal of Marketing  
The effects of variations in the external environment on channel member behaviour have been widely acknowledged in marketing channel literature. This paper focuses on the behavioural issues associated with the management of distribution channels dealing in high-technology products in India. The marketing task environment associated with high-technology products being highly dynamic and unpredictable, the attendant channel management functions become extremely challenging. The paper presents a
more » ... nceptual model for managing the distribution channels operating in highly dynamic and unpredictable environments. The conceptual model is validated through a sample survey conducted among computer hardware dealers. H6. Use of behaviour-based coordination efforts can lead to higher levels of trust between the members in the dyad. Use of collaborative communication strategy Mohr and Nevin (1990) proposed a classification of communication strategies to be applicable to channel management contexts based on the various combinations of communication facets. A collaborative communication strategy entails frequent, bi-directional, formal and non-coercive communication between channel members and as opposed to this, autonomous communication involves infrequent, uni-dimensional and coercive communication. Inter-channel communication in this sense has been visualised as a continuum anchored between collaborative communication and autonomous communication. According to Mohr et al. (1996), collaborative communication places emphasis on shared interests and common goals and EJM 38,1/2 132
doi:10.1108/03090560410511159 fatcat:edp3tibp7fhf7efw4dwaggvfme