Going to Market

by Corey, E. Raymond; Cespedes, Frank V.; Rangan, V. Kasturi

• ISBN13: 9780875842028
• ISBN10: 087584202X
• Format: Hardcover
• Copyright: 1989-07-01
• Publisher: Harvard Business School Pr

Summary

Discusses the design and management of distribution systems, and looks at sales organization, pricing, gray markets, and sales force-reseller relationships

Table of Contents

Preface The Search for Patterns	xi
Acknowledgments	xxiii
Introduction	xxvii
Part I • DESIGNING INDUSTRIAL CHANNELS SYSTEMS	1	(107)
Distribution: The Leader's Edge	3	(19)
Four Representative Industries
The Market Segment Leaders
Summary
Elements of Distribution Strategy	22	(21)
The Anatomy of a Multichannel Distribution System
Channels Design Options
Determinants of Distribution Strategy
Summary
Product, Market, and Buyer Behavior	43	(17)
Three Key Determinants of Distribution Strategy
Distribution as a Negotiated Service
Summary
Distribution Costs	60	(24)
Elements of Distribution Cost and Cost Behavior
Cost-Revenue Relationships
The Influence of Distribution Cost Factors on Modes of Distribution
Summary
The Business Unit Environment	84	(24)
Resource Availability
Performance Measures
Competitors' Strategies
Business Unit History and the Managerial Mind-set
The Impact of Current Modes of Distribution
Summary
Part II • CHANNELS ORGANIZATION AND MANAGEMENT	108	(96)
Options in Organizing Multichannel Systems	110	(20)
Options in Organizing Field Sales
The Channels Management Organization
Pooled Sales Operations---A Tug-of-War
Summary
Building Channels Power	130	(19)
Elements of Supplier Strength
The Legal Framework
Summary
Managing Channels Conflict	149	(20)
Direct Sales and Resale Channels Competition
Reseller Rivalry: Independent Distributors versus Captive Branches
The Specter of the Discount Chain
Territorial Competition within Channels
Summary
Appendix: A Note on Captive Distribution Systems
The Gray Market Dilemma	169	(18)
Gray Markets for High-Tech Products
Manufacturers' Concerns and Opportunities
Root Causes
What Are the Options?
Taking Action
Summary
Coping with Change	187	(17)
The Imperatives of Change
Impediments to Change
General Electric---Component Motor Operation
Honeywell Information Systems
Summary
Part III • DISTRIBUTION IN THE UNITED STATES---PAST, PRESENT, AND FUTURE	204	(173)
The Distribution Infrastructure	205	(20)
Channels Institutions of the United States---A Profile
Technical and Economic Determinants
Summary
An Historical Perspective	225	(31)
The Early Years: 1812-1865
The Middle Years: 1865-1920
Distribution in an Urbanizing Economy: 1920-1985
Future Prospects
The Legal Framework	256	(21)
Why Do Manufacturers Want to Influence Distributors' Business Operations?
Federal Legislation Relating to Vertical Restraints
Vertical Price Restrictions
Vertical Nonprice Restrictions
Terminating Distributors
Summary
Distribution: A Systems Perspective	277	(100)
Toward a Concept of Industrial Systems
Adversarial Collaboration
Matters of Equity
Appendix A
Product-Market Study I • Square D: Market Strength through Distribution	285	(19)
Product-Market Study II • Marketing in a Whirlwind: Distribution Strategies and the Disk Drive Industry	304	(32)
Product-Market Study III • Access to Markets and Barriers to Entry---The Stationary Air Compressor Industry	336	(19)
Product-Market Study IV • Boom-and-Bust in the Market for Oil Country Tubular Goods	355	(22)
Appendix B • Glossary of Terms	377	(6)
Index	383