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Authors:
Published by:
Ivey Publishing (2016)
Version:
2018-11-07
Revision date:
06-Dec-2018
Length:
10 pages
Data source:
Field research

Abstract

In 2015, a global science and technology company's Canadian national manager of channel markets is evaluating a potential change to the company's distribution strategy for its innovative health care products to hospitals. The company currently relies on value-added resellers to distribute its products to Canadian hospitals. Recently, however, customers have been pressuring the company to ship products directly to hospitals, expecting that major cost savings could be achieved through a 'direct distribution' model. The channel markets manager needs to assess the quantitative and qualitative issues related to direct distribution versus maintaining its current supply chain structure.

Topics

Distribution; Logistics; Supply chain management; Health care; Operations management
Location:
Size:
Large
Other setting(s):
2015

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