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In Search of the New Product Launch Process from the Reseller Perspective
Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Industriell marknadsföring och industriell ekonomi. Linköpings universitet, Tekniska högskolan.
Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Industriell marknadsföring och industriell ekonomi. Linköpings universitet, Tekniska högskolan.
Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, Industriell marknadsföring och industriell ekonomi. Linköpings universitet, Tekniska högskolan.
(Engelska)Manuskript (preprint) (Övrigt vetenskapligt)
Abstract [en]

Purpose: It has been proven that a proficient product launch is one of the specific priorities that best separate successful from failed product innovations. However, a majority of existing product launch research takes the supplier’s perspective and focuses on the aspects managed by suppliers, while the role of resellers has been largely overlooked. To contribute to this research gap, the purpose of this study is to investigate the new product launch process from the reseller perspective by taking an exploratory approach. Two research questions were examined in order to increase understandings of reseller new product launches: (1) what is process of the reseller new product launch? (2) What is the role of reseller in new product launches?

Method: Two leading building material resellers in Sweden were chosen as the case companies. Data was primarily collected through open-ended interviews with managers at the central level. In the case of Beijer, a questionnaire was used to collection opinions of managers at the branch level.

Findings: The process of the reseller new product launch can be described in six steps: (1) preliminary agreement with supplier, (2) product/focus group review, (3) launch plan setup, (4) management review, (5) sales of new products, and (6) launch evaluation. The research finding supports the division between strategic and tactical launch decisions. The process of the new product launch includes new product adoption decisions and new product sales at stores. When selecting new products, resellers pay attention not only to product variables, but also to profit and category variables. Providing marketing-, sales-, and merchandising-related services are key roles that resellers perform for suppliers.

Originality/value: First, this study responds to the research demand around launch activity conceptualisation. Second it adds to existing knowledge about the role of resellers.

Nyckelord [en]
New product launch, Reseller, Process, Role, Builders’ merchants
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
URN: urn:nbn:se:liu:diva-88482OAI: oai:DiVA.org:liu-88482DiVA, id: diva2:604223
Tillgänglig från: 2013-02-08 Skapad: 2013-02-08 Senast uppdaterad: 2013-02-08Bibliografiskt granskad
Ingår i avhandling
1. The Role of Suppliers and Resellers: Cases of Timber Product Distribution Channels
Öppna denna publikation i ny flik eller fönster >>The Role of Suppliers and Resellers: Cases of Timber Product Distribution Channels
2013 (Engelska)Doktorsavhandling, sammanläggning (Övrigt vetenskapligt)
Abstract [en]

This dissertation aims to explain the impacts of distribution channel developments on the roles of timber product distribution channel actors. The role of channel actors in this dissertation is defined as the structured behaviour pattern that combines activities and resources in distribution channels. Three phenomena and their impacts on channel actors’ roles are addressed: (1) shifts in manufacturers’ supply chain position, (2) the changing nature of manufacturing companies’ offerings, and (3) concentrated markets with enhanced resellers. The research builds on case studies focusing on timber product distribution channels. The dissertation consists of an extended summary, six papers, and a grand case description.

This dissertation has produced several findings. First, reseller developments have driven changes in the retailer supply chain structure and have placed pressure on manufacturers. Manufacturers’ downstream vertical integration and their move to a total offering approach can be seen as countervailing effects on reseller developments. These effects have result in a new type of role: the integration role, while the significance of the service role has increased. Second, resellers have gained a central position in distribution channels, not only because they are in good position to exploit the clones to customers, but also because their business has extended from being suppliers’ distribution partners to customers’ supply hub.

Theoretically, this research contributes to the field of distribution channels by proposing definitions of roles and the roles of channel actors that allows for a better understanding of the dynamics of distribution channels. This research also proposes a distributionsupply view of vertical systems that highlights the roles played by resellers in defining offerings to customers, shaping supply chain structures, and developing and launching new products.

Ort, förlag, år, upplaga, sidor
Linköping: Linköping University Electronic Press, 2013. s. 275
Serie
Linköping Studies in Science and Technology. Dissertations, ISSN 0345-7524 ; 1502
Nyckelord
Distribution channels, roles, role changes, downstream vertical integration, offerings, timber products
Nationell ämneskategori
Ekonomi och näringsliv
Identifikatorer
urn:nbn:se:liu:diva-88483 (URN)978-91-7519-687-9 (ISBN)
Disputation
2013-03-01, Planck, Fysikhuset, Campus Valla, Linköpings universitet, Linköping, 10:00 (Engelska)
Opponent
Handledare
Tillgänglig från: 2013-02-08 Skapad: 2013-02-08 Senast uppdaterad: 2013-02-08Bibliografiskt granskad

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Guan, WeiNord, TomasRehme, Jakob

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