Multichannel Distribution Strategies in Latin America
Name
esd-wp-2012-16.pdf
Size
793.34 KB
Format
Adobe PDF
Checksum (MD5)
42057749d7040f3ce1a7117ffaa73bac
Author(s)
Blanco, Edgar E.
Garza, Jaime
Date Issued
June 2012
Publisher
Massachusetts Institute of Technology. Engineering Systems Division
Series/Report no.
ESD Working Papers;ESD-WP-2012-16
Abstract
The process of designing and selecting distribution channels is challenging and it demands an in-depth understanding of the market. Leading firms competing in Latin America are exploring creative ways to effectively reach and efficiently serve each segment of the market. This paper characterizes the key drivers that shape the design and selection of sales and distribution channels. Based on a series of workshops and in-depth analyses from 14 enterprises and 35 distinct distribution schemes we identify key factors and propose a framework that characterize drivers currently used by Latin American companies to design distribution channel strategies.
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