Considers the need for industrial producers (intermediaries) to be flexible and adapt their channel, e.g. commercial and consumption, strategies to the changing demands of producers and end users. Summarizes that the differing outputs demanded by the above – e.g. steady flow of consumption and stock inventory for the former, product variety and waiting time for the latter – should not conflict even though end users dictate the intermediaries priorities. Concludes that intermediaries should position themselves effectively between producers and end users and differentiate in order to retain their niche and avoid being taken over, the above being capable of performing many of their functions themselves.
Hahn, M. and Chang, D.R. (1992), "An Extended Framework for Adjusting Channel Strategies in Industrial Markets", Journal of Business & Industrial Marketing, Vol. 7 No. 2, pp. 31-43. https://doi.org/10.1108/08858629210037191
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