The role of sales effort on manufacturer's channel strategies

Competing manufacturers, who sell their products through retailers, may face the strategic distribution channel design question of whether to establish an “store-within-store” channel or not. With consider of the role of sales effort, we analyze the manufacturer channel strategies. Two cases are con...

Full description

Saved in:
Bibliographic Details
Published inMATEC Web of Conferences Vol. 189; p. 6003
Main Authors Li, Baixun, Chen, Guo, Nan, Yaru
Format Journal Article Conference Proceeding
LanguageEnglish
Published Les Ulis EDP Sciences 01.01.2018
Subjects
Competition
Game theory
Manufacturers
Retail stores
Sales
Online AccessGet full text

Cover

More Information
Summary:Competing manufacturers, who sell their products through retailers, may face the strategic distribution channel design question of whether to establish an “store-within-store” channel or not. With consider of the role of sales effort, we analyze the manufacturer channel strategies. Two cases are considered: competing manufacturer and competing retailer. We built four game models corresponding to four channel strategies, and discussed the influence of manufacture's bargaining power coefficient, prices competition intensity, and sales effort competition intensity on manufactures' channel strategies.
ISSN:2261-236X
2274-7214
2261-236X
DOI:10.1051/matecconf/201818906003