The Dilemma of Channel Management

Abstract

The article analyses some of the reasons for the difficulties in designing and managing channels of distribution. In particular it argues that an important dilemma likely to be faced by channel managers is the potential conflict between maintaining stable channel relationships whilst seeking to take advantage of channel opportunities.

Citation

Johnson, G. (1981), "The Dilemma of Channel Management", International Journal of Physical Distribution & Materials Management, Vol. 11 No. 7, pp. 3-19. https://doi.org/10.1108/eb014512