Distribution Strategies for Enhanced Channel Partner Performance

Abstract

This study focuses on the distribution strategy for enhanced channel partner performance in Insurance, Mobile telecom and Fast moving consumer goods (FMCG) Sectors. The dimensions considered in the study were Motivating channel members, positive attitude towards channel, providing the channel members with market knowledge, conducive credit facility, constant and effective communication and being aggressive. Results indicated lesser correlation between the distributors and channel managers of insurance sector, whereas the Mobile telecom's distributors correlated with that of the channel manager's attitude. The attitude of High performing distributors and channel managers of FMCG sector were similar, while it did not correlate with that of the low performing distributors.