In today’s economy all manufacturers need to pay attention on how to build strong long-term relationships with their dealers’ chain. In fact, It has been demonstrated that short term policies aimed to provide dealers immediate benefits (e. G. , price discount) may prevent the development of long term and fruitful relationships. Also supporting dealers in promoting manufacturers’ products has been proved as a sustainable strategy in the long run.

These issues have been debated in then field of Distribution channel management. In particular, researchers emphasized that manufactures cannot Ignore In designing long term growth-oriented policies, strategies aimed dealers’ satisfaction. Furthermore, In order to successfully plan business growth, it has been remarked literature the central role played by communication.

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In fact, researchers underlined the failure in channel communication is likely to affect the relationship between organizations and its own dealer structure Such remarks suggest that in order to effectively build a long term relationship with an own dealers’ chain, a manufacturer has to adopt a systematic approach aimed to foster market consensus on aside, and mutual benefits on the there side. In particular, in the innovative and revolutionary high-tech industry, manufacturers in order to achieve the desired sales revenues cannot ignore the need to continuously promote activities aimed to both update dealers employees’ skills and motivation.

This paper is the result of a research project conducted by the researcher with a manufacturer operating In the consumer durable Industry. It Is based on the hypothesis that In order to successfully support dealers, manufacturer has to design long term oriented policies aimed both build up a growing potential customers’ wariness of company product a side, and increase dealer’s employee skills and motivation on the other side. The efficiency and success of many organizations may be strongly based on the distribution channels.

This structure involves different agents and distinct organizations that, despite the convergence In the objective to offer a certain product, may have conflicting interests. A marketing channel or distribution channel is a “set of interdependent organizations involved in the process of making a product or service available for use or institution” and the members of the channel depend on each other to make their lob Deem). The correct management of these agents Is, therefore, a fundamental issue.

Attending their purpose of providing products and services for the use or consumption and satisfying the final market users – no matter if they are consumers or industry buyers – a large amount of the channel structure make use of brokers that execute some kind of role on the products and service distribution. T emphasize ten Importance AT channels Tanat lank specials castles wanly are connected to the functions of distribution and final users necessity serving, dividing Hess causes based on the demand and supply.