Toward a business-to-business channel incentives classification scheme

Gilliland, David I. (2003). Toward a business-to-business channel incentives classification scheme. Industrial Marketing Management, 32 (1), pp. 55-67.

Abstract

A recent focus on intermediary compensation underscores the need to organize the many complex incentives used by channel practitioners. Employing a grounded theory methodology, a channel incentives classification scheme is induced from 170 unique channel incentives used in 59 high technology suppliers’ channel programs. The incentives are organized into 16 subcategories and 5 major categories: Credible Channel Policies, Market Development Support, Supplemental Contact, High-Powered Incentives, and End-User Encouragements. Each incentive subcategory is discussed as a means of controlling reseller behaviors. Also, the conditions that give rise to the implementation of incentives are investigated through four testable research propositions.

Publication DOI: https://doi.org/10.1016/S0019-8501(01)00195-X
Divisions: Aston Business School > Marketing & strategy
Aston Business School > Marketing & strategy research group
Uncontrolled Keywords: intermediary compensation,incentives
Published Date: 2003-01

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