AUTHOR
AndersonStening, Petra; Nilsson, Kristina

DATE
2000-01-19

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
According to several authors an effective channel management is a prerequisite for a profitable distribution. Channel management includes the selection, motivation, training, and evaluation of the distribution channel as well as the handling of conflicts. In this thesis we have chosen to study how a Swedish company and its distribution channel in Great Britain maintains a close relationship and a mutual trust at the same time as an effective and profitable activity. We have gathered information about the matter through personal and e-mail interviews. In the literature it can be hard to discern if any part of the channel management is of greater importance than any other. The result of this thesis though indicates that frequent communication and a close relationship can to some extent replace regular training and evaluation. Communication together with a close relationship can also prevent and facilitate the solution of conflicts. The prerequisite for this is though that the selection of the distributor is successful and thereby promotes the creation of relationships and that the agreement is extensive and gives no room for misunderstandings.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/026--SE / NR 2000:026