Subject category:
Marketing
Published in:
1990
Length: 4 pages
Data source: Generalised experience
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Abstract
In an effort to establish marketing channels in Scandinavia, a small Yugoslavian manufacturing company decides against investment in its own channels and enters imprudently into an agency relationship. After a promising start, the agent limits his sales below the level at which it would be more profitable to start their own marketing channel. Objectives are to evaluate the advantages and disadvantages of own vs independent marketing channels.
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Abstract
In an effort to establish marketing channels in Scandinavia, a small Yugoslavian manufacturing company decides against investment in its own channels and enters imprudently into an agency relationship. After a promising start, the agent limits his sales below the level at which it would be more profitable to start their own marketing channel. Objectives are to evaluate the advantages and disadvantages of own vs independent marketing channels.
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