Toward a business-to-business channel incentives classification scheme

David I. Gilliland

Research output: Contribution to journalArticlepeer-review


A recent focus on intermediary compensation underscores the need to organize the many complex incentives used by channel practitioners. Employing a grounded theory methodology, a channel incentives classification scheme is induced from 170 unique channel incentives used in 59 high technology suppliers’ channel programs. The incentives are organized into 16 subcategories and 5 major categories: Credible Channel Policies, Market Development Support, Supplemental Contact, High-Powered Incentives, and End-User Encouragements. Each incentive subcategory is discussed as a means of controlling reseller behaviors. Also, the conditions that give rise to the implementation of incentives are investigated through four testable research propositions.
Original languageEnglish
Pages (from-to)55-67
Number of pages13
JournalIndustrial Marketing Management
Issue number1
Publication statusPublished - Jan 2003


  • intermediary compensation
  • incentives


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