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Strategic Functions Manufacturer-Distributor in Marketing Channels

  • Bertha Molina-Quintana
  • María Berta Quintana-León
  • Jaime Apolinar Martínez-Arroyo
Conference paper
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 180)

Abstract

This paper deals with the study of commercial relationships between manufacturers and distributors through a dyadic approach where both parts of the exchange are considered from a perspective based on the components of the relationship, leaving in the background the perspective based on the functions performed the relationship taking as a point of reference the conceptual framework of direct and indirect value creating strategies which has been adapted to the strategic relationships of today due to the commercial needs to strategies that create commercial value and research and development (Walter et al. 2003), which makes it possible to estimate how value can be created for current and potential clients.

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Universidad Michoacana de San Nicolás de Hidalgo, UMSNHMoreliaMéxico

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