The Effects of Influence Strategies with the help of Operational Research Techniques on Manufacturer-Dealer Relationship.

To win the competitive advantage in the market and keeping the distribution channels and their performance at an optimum level, manufacturers must use appropriate influence strategies. This study examines the patterns of the strategies to influence dealers in marketing channels of truck manufacturers in Iran. Manufacturers are found to use indirect influence strategies more frequently than direct strategies toward their dealers. Between two possible indirect influence strategies information exchange are used more often than recommendation but not significantly. When direct influence strategies are applied by manufacturers, promises are used most often, followed by legal pleas, requests and threats.

کلیدواژه ها:

Distribution Channels ، Automobile Industry ، Influence Strategies