Analysing Distributors at the Organisational Level
“Trade is King” (Pommerening, 1979) is something most manufacturers can agree with. Likewise, many manufacturers also recognise that there has been a shift in roles within the supply chain (Pommerening, 1979). The extent to which the control of marketing variables has shifted from manufacturers to retailers varies between countries, product categories, and retail groups, of course, but in general, the scope and scale of variables controlled by retailers has increased remarkably over the last decades.
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