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Indexed by:会议论文

Date of Publication:2010-01-01

Included Journals:CPCI-S、CPCI-SSH

Page Number:263-268

Key Words:Offsetting Investments; Dependence; Long-term Orientation; Conflict

Abstract:A small distributor who depends on the manufacturer's brands often may be in a weaker position in a quasi-integrated distributor channel. Therefore, this paper suggests that a small distributor can change his position and govern his dependence in the marketing channel by making offsetting investments which can build relationship with terminal customers. By investigating the exclusive agents of car brands and clothing brands in Dalian, we finally collect 191 available questionnaires. Using statistical analysis approaches, the empirical results show that a small distributor can manage his dependence, increase the manufacturer's long-term orientation, and decrease conflicts by offsetting investments.