Identify and review the requirements for forming multiple distribution channel combinations

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Bashokooh Ajirlou Mohammad

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Journal: Management Research in Iran Year:2020 | Volume:24 | Issue:2 Page(s): 139-170

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Information Journal Paper

Title

Identify and review the requirements for forming multiple distribution channel combinations

Author(s)

Bashokooh Ajirlou Mohammad | Issue Writer Certificate

Keywords

Channel of DistributionQ1

combination of distribution channelQ1

Grounded TheoryQ1

Abstract

Today, with fundamental changes in the business system, especially the expansion of the individual marketing paradigm, followed by the expansion of the customization approach in the market, it is necessary to adapt the composition of the distribution channel to these changes and developments. However, the lack of knowledge behind the identification of factors affecting the formation of the appropriate composition of distribution channels and the resulting results, has led the researcher to formulate and expand knowledge in this field of marketing in the form of academic studies. For this purpose, using a qualitative research method based on data-foundation theory, by interviewing 16 experts and specialists in the field of distribution channels, a conceptual model was designed in this field. The findings of this qualitative study show that causal factors influencing the composition of distribution channels can lead to financial results such as: reducing costs (reducing marketing costs, reducing operating costs, etc. ) and increasing revenue and share. Market (increase in catalytic sales, increase in potential income and consumption, increase in profit margins, and increase in the level of coverage, etc. ). The results showed that causal factors influencing the formation of distribution channel combinations include market context (target market, market access and market map) and distribution channel chain (analysis of current channel chain, direct and indirect channel composition, channel proposal). Alternative, channel reorganization). Modifiers in the process of shaping the composition of distribution channels include: sales complexity and market responsibility and underlying factors include the company's promotion policies (traction and compression promotion policies) and channel composition shaping strategies. Distribution lines include: alignment of distribution channels, customer lifecycle management, ease of use of the channel, willingness to repurchase, customer satisfaction and customer trust.

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APA: Copy

Bashokooh Ajirlou, Mohammad. (2020). Identify and review the requirements for forming multiple distribution channel combinations. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), 24(2 ), 139-170. SID. https://sid.ir/paper/408444/en

Vancouver: Copy

Bashokooh Ajirlou Mohammad. Identify and review the requirements for forming multiple distribution channel combinations. MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES)[Internet]. 2020;24(2 ):139-170. Available from: https://sid.ir/paper/408444/en

IEEE: Copy

Mohammad Bashokooh Ajirlou, “Identify and review the requirements for forming multiple distribution channel combinations,” MANAGEMENT RESEARCH IN IRAN (MODARES HUMAN SCIENCES), vol. 24, no. 2 , pp. 139–170, 2020, [Online]. Available: https://sid.ir/paper/408444/en

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