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Systematic Sales Channel Redesign for the US-Market

Dirk Zupancic, Sonja Neckermann & Alexander Schagen

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abstract The purpose of this teaching case study is to analyze, conceptualize and redesign sales approaches with the example of a German wire company selling in the US market.

This is a case-based research paper that describes in detail successful sales channel redesign in a business-to-business context.

The case study shows the significant advantages of systematic research and optimization of sales channels. The potentials of the wire group in the USA were not utilized because only rough estimates of the US market existed. The new concept bears many advantages: important customers and important regions are covered by their own salesforce.

There is a scarcity of published work in the case-based research area. This work provides an understanding of sales channel redesign for business and industrial markets in the USA.

The findings of the case have tangible implications for those business companies whose sales channels operate in huge markets with limited resources.

The case adds value in sales channel management and supports companies in systematic sales channel redesign in business and industrial markets. Students will benefit from the systematic development of practical solutions in sales management.
   
type journal paper
   
keywords
   
language English
kind of paper journal article
date of appearance 27-9-2010
journal Journal of Business and Industrial Marketing
publisher Emerald Group Publishing Limited (Bradford, UK)
ISSN 0885-8624
DOI 10.1108/08858621011077772
volume of journal 25
number of issue 7
page(s) 547-555
review double-blind review
   
citation Zupancic, D., Neckermann, S., & Schagen, A. (2010). Systematic Sales Channel Redesign for the US-Market. Journal of Business and Industrial Marketing, 25(7), 547-555, DOI:10.1108/08858621011077772.