Manufacturer's intention to by-pass the distributor

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Manufacturer's intention to by-pass the distributor


Author: Chung, Chi-chiu Perry
Title: Manufacturer's intention to by-pass the distributor
Degree: M.Sc.
Year: 1995
Subject: Interorganizational relations
Marketing channels
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Pages: 1 v. (various pagings) ; 30 cm
Language: English
InnoPac Record:
Abstract: This research studied the influence of interorganization relationship on the motivation for a manufacturer to change its distribution system from using a distributor to creating its own sales force from a manufacturer's perspective. Single key informant technique was employed in the research. Information of manufacturers' characteristics like business sizes and operations and relationship between manufacturers and distributors were collected and discussed. Data were obtained from 20 reputable manufacturers in fast moving consumer goods industry in Hong Kong. The result showed that in a sales concentrated environment, the manufacturer's intention to by-pass its distributor increased with its intention to increase direct dealings with retailers. Meanwhile, it was found that trust on the distributor, the perceived intention of distributor to exploit advantage from the manufacturer and the one-side dependence of manufacturer on distributor were related to the manufacturer's intention to increase direct contact with retailers.

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