Strategically employing natural channels in an era of global marketing Academic Article

abstract

• Explores the natural channel phenomena, i.e. the local or national channel which has evolved to serve producer and consumer alike. Further, provides a descriptive construct which identifies the forces (or elements) which influence channel design. Contends that a thorough understanding (and use) of the natural channel would enable a firm to enhance its strategic competitiveness. Proposes a series of strategic managerial considerations which refocus channel design attention on the natural channel concept.

authors

• Griffith, David

published proceedings

• Journal of Marketing Practice Applied Marketing Science

author list (cited authors)

• Griffith, D. A., & Ryans, J. K.

citation count

• 13

complete list of authors

• Griffith, David A||Ryans, John K

publication date

• December 1995

publisher

• Emerald  Publisher

published in

• Marketing Intelligence and Planning  Journal

Digital Object Identifier (DOI)

• 10.1108/eum0000000003892

start page

• 52

end page

• 69

volume

• 1

issue

• 4

URL

• http://dx.doi.org/10.1108/eum0000000003892