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Accomplishing marketing channel change:Paths and pitfalls

Author

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  • Stern, Louis W.
  • Sturdivant, Frederick D.
  • Getz, Gary A.

Abstract

The design and management of distribution channels is a 'hot topic' as competition for customers increases in recessionary times. Few companies have managed this process successfully, mainly because it involves radical re-thinking in a corporate field which is traditionally hostile to change. Louis Stern, Frederick Sturdivant and Gary Getz propose a new, eight-step process for companies wishing to achieve the best type of distribution system for their products and services. Its most important feature is that it is 'customer-focused', with the emphasis on the market rather than the company. The eight-step process is illustrated from the experience of Telco, a major US-based telecommunications company. There are many internal barriers to re-shaping channel systems. The authors suggest a number of ways to reduce the 'fear factor'. They include obtaining buy-in across the company, looking for a champion to manage the process, identifying responsibility for channels, having patience, and keeping close links with end-users of products through database building.

Suggested Citation

  • Stern, Louis W. & Sturdivant, Frederick D. & Getz, Gary A., 1993. "Accomplishing marketing channel change:Paths and pitfalls," European Management Journal, Elsevier, vol. 11(1), pages 1-8, March.
    • Handle: RePEc:eee:eurman:v:11:y:1993:i:1:p:1-8
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    Cited by:

    1. Andersson, Per & Molleryd, Bengt, 1999. "Channel Network Change and Behavioral Consequences of Relationship Connectedness," Journal of Business Research, Elsevier, vol. 46(3), pages 291-301, November.
    2. Panizzolo, Roberto, 1998. "Applying the lessons learned from 27 lean manufacturers.: The relevance of relationships management," International Journal of Production Economics, Elsevier, vol. 55(3), pages 223-240, August.
    3. Coelho, Filipe & Easingwood, Chris, 2008. "A model of the antecedents of multiple channel usage," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 32-41.

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