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From “Trade Loaders” to “Online Channel Partner Programs”: How Trade Promotion Changed its Face from 1990 to 2010

In: European Retail Research

Author

Listed:
  • Cristina Ziliani

    (University of Parma)

Abstract

Based on the analysis of trade promotion and motivation activities targeted to various types of channel members by suppliers in 14 industries between 1990 and 2010, this paper aims to draw a picture of the evolution of trade promotion practice. We find that “loyalty” promotions, i.e. loyalty schemes and clubs that have literally flourished in consumer markets, have been adopted in B2B contexts. This has the potential for aligning supplier and distributor objectives and improve channel performance. In fact, non-price channel promotions such as the above act on attitudes, not only on behaviour, differently from price incentives that literature has found to determine mere short term compliance. We also find that loyalty programs in channel relationships can act as “frameworks” to provide and engage channel partners with the most-advanced, highly promising opportunities offered by web 2.0 developments, such as prediction markets and group/social buying.

Suggested Citation

  • Cristina Ziliani, 2013. "From “Trade Loaders” to “Online Channel Partner Programs”: How Trade Promotion Changed its Face from 1990 to 2010," Springer Books, in: Hanna Schramm-Klein (ed.), European Retail Research, edition 127, pages 77-96, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-00717-1_4
    DOI: 10.1007/978-3-658-00717-1_4
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