Factors of Manufacturers’ Selection of Distributors —for Taiwan Industrial Products
Date Issued
2015
Date
2015
Author(s)
Lan, Po-Ting
Abstract
Industrial products, distinct from consumer commodity, own their unique characters such as centralizing purchases, paying attention to the relationship between people, and emphasizing cooperation and commitment in the sales market. The trading results won’t be impressed if only apply the general marketing methods same as selling normal consumer products. For selling industrial products, it can’t be over emphasize the importance to maintain the long term and good relationship with customers. This special requirement gives the distributors a lot of rooms to show their values, because the dealers often have more finesse to rub shoulders with the end customers. To effectively use the capacity and smooth the sales channels, most of the suppliers of industrial products rely on distributors to sell products for them. In this way, it help achieve professional division of labors and get benefits for each other. In order to conform to today’s trade pattern, the relationships between manufacturers and distributors of industrial products have been closer. In the era of high competition, choosing a good distributor becomes one of the critical issues in sales channel management. It’s definitely an important subject of survival at stake for manufacturers to get a good distributor which suits company cultures and product features. Surprising is that the past studies are quite few in this crucial topic. This article tries to fill this research gap and press the studies of distributor selection to move continuously. There are four widely recognized and accepted constructs regarding the distributor selection obtained from marketing, supply chain and logistics literature: firm infrastructure, marketing capabilities, relationship intensity, and logistics capabilities. Our study is to discover the perception from Taiwan industrial field to these four factors by conducting several deep interviews with the top managers or owners of the industrial companies. Hopefully, it may validate the academic theories and assist the Taiwan industrial manufacturers to contemplate how to select right distributors. On the other hand, it also reveals a guideline for Taiwan industrial distributors to transform themselves into good partners for manufacturers
Subjects
Distributors
Relationship Marketing
Distribution Management
Distributor Selection
Type
thesis
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