Considers the conflict between manufacturers products′ selling requirements and the dominant sales strategy of the distributor, the latter resulting in pricing and stock‐holding disagreements which the manufacturer must control and manage. Examines the reasons for mismatches, e.g. the relative marketstrength and weakness of the parties and product line policy mismatches. Highlights the factors affecting distributors′ selling strategies and the prevailing use of a single strategy. Concludes that manufacturers should be more aware of the potential differences in orientation between themselves and distributors and deal with them at an early stage in the process.
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