تلخیص
The paper focuses on vertical conflict between the mega
retailers/wholesalers and Fast Moving Consumer (FMCG)
manufacturers in developing markets. To contextualize, the traditional
distribution structures in the emerging markets are briefly described. The
paper views the channel conflict from the perspective of FMCG
managers working in Africa and other developing markets. By using
examples from Pakistan, various challenges faced by FMCG
manufacturers both internally (inside the organization) and externally
(in the channel) are highlighted. Using Webb and Lambe (2007), general
directions for managerial action are provided.
Asad Aman. (2017) Understanding and managing ‘internal’ and ‘external’ channel conflict in African markets: Learnings from Pakistan, Abasyn Journal of Social Sciences, Volume-10, Issue-1.
-
Views
969 -
Downloads
61