Strategic Relationships between Manufacturers and Distributors

The aim of this research is to further investigate the strategic nature of the relationships between manufacturers and distributors (a.k.a. the industry and the trade world), in a context where traditional market relations are replaced with cooperation for the advantage of both the industry and trade.

After reviewing the existing literature, we will consider how manufacturers and distributors do manage their relationships and we will discuss the various conditions of said cooperation.

Our contribution will be concluded by the presentation of the distribution model recently introduced by Olivetti, which offers a significant case study of the development of relationships between manufacturers and distributors.

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