Develop AFramework for Selection of Intermediary in Marketing Channel
محل انتشار: مجله ایرانی مطالعات مدیریت، دوره: 4، شماره: 1
سال انتشار: 1390
نوع سند: مقاله ژورنالی
زبان: انگلیسی
مشاهده: 118
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شناسه ملی سند علمی:
JR_JIJMS-4-1_002
تاریخ نمایه سازی: 7 شهریور 1402
چکیده مقاله:
This study seeks to examine how a company can select the best intermediary for its Marketing channels with minimum of criteria and time. A theoretical framework is proposed based on the most important tasks of intermediary and the criteria to measure them. There are four basic tasks and thirty criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described to illustrate the value of the framework. It is possible to apply the theoretical framework to select the intermediary for any industry or country. However, there might be possible location-specific or industry-specific limitations. Moreover, the framework has proved to be useful in improving the selection of the intermediary in marketing channel. This is a notable and promising side-effect of the exploratory study, at least from a managerial point of view.
کلیدواژه ها:
نویسندگان
Hamid Irani
Ph.D. Candidate, Faculty of Management, Qom Campus, University of Tehran, Qom, Iran
Kamran Shahanaghi
Faculty of Industrial engineering, Iran University of Science and technology, Tehran, Iran
Gholamreza Jandaghi
Faculty of Management, Qom Campus, University of Tehran, Qom, Iran