Exploring strategies for companies that use manufacturers' representatives as their sales force

Article Abstract:

Little research in sales management has explored the theoretical constructs underlying the practice of suing manufacturers' representatives or agents as primary sales force. The decision to engage rep firms is more than one of merely attempting to lower total sales costs. The article suggests that both financial and environmental factors contribute to the decision and identifies internal and external determinants to the decision. Two rep firm engagement models are proposed: positive and speculative. (Reprinted by permission of the publisher.)

Analysis

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A conceptual model for building and maintaining relationships between manufactures' representatives and their principals

Article Abstract:

Issues discussed concern the management of reseller partnerships in the business-to-business market, focusing on the increasing use of contract sales agents by manufacturers. This article presents a model for building effective relationships between manufacturers and their sales force that considers the need for trust, shared goals and objectives, open lines of communication, and mutual commitment to customer service.

United States, Sales Management, Models, Retail industry, Retail trade, Partnership, Partnerships

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Successful branding of a commodity product: The case of RAEX LASER steel

Article Abstract:

The manner in which Finnish steel company Rautaruukki successfully incorporated the four components of physical product, logistics, customer support, and corporate image into their RAEX LASER steel is discussed. The managerial implications and suggestions for how industrial marketers might implement their own branding strategy are presented.

Finland, Marketing procedures, Blast furnaces and steel mills, Marketing, Influence, Steel industry, Brand name products, Brand names, Company marketing practices, Customer relations, Rautaruukki Oy

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