Abstract
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 language | English |
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Pages (from-to) | 55-67 |
Number of pages | 13 |
Journal | Industrial Marketing Management |
Volume | 32 |
Issue number | 1 |
DOIs | |
Publication status | Published - Jan 2003 |
Keywords
- intermediary compensation
- incentives