Professional Documents
Culture Documents
4 - Channel Partner Motivation
4 - Channel Partner Motivation
4 - Channel Partner Motivation
Retailers
• Are Growing Larger
• Enjoy Substantial Channel Power
• Often Operate on Low Price / Low Margin
Model
• Operate in Saturated Markets and Fight for
Market Share
• Retailers Act as Buying Agents for Customers
Rather than as Selling Agents for Suppliers
Conventional distribution channel