Communication Role in Coordinating Multiple Distribution Channels in the Electronics Industry

Journal of Information Technology Management

vahideh alipoor¹  Mohammad Bashokouh² 

[1] استادیار گروه مدیریت داتشگاه زنجان، ایران;استادیار گروه مدیریت دانشگاه محقق اردبیلی، ایران;

关键词: communication;    coordination;    Multiple Distribution Channels;   

DOI  :  10.22059/jitm.2012.24888

来源: DOAJ

【 摘 要 】

Nowadays, with technology progress and the emergence of new business models, increased levels of competition and changing demands and expectations of customers, using multi channels of distribution is growing rapidly. The coordination and integration of these channels with high efficiency and the elimination of these challenges requires more discussion. The purpose of this study is to investigate the role of communication in coordinating multiple distribution channels from the perspective of the supplier. This study aimed to identify influential capabilities in coordinating multiple distribution channels from the supplier’s perspectives. Statistical population of this study included electronics products suppliers in Tehran. Statistical sample of this study is 157 marketing and sales managers. Data analysis using structural equation modeling technique was conducted. Findings suggest that capabilities such as communication strategy, information quality, information technology and information sharing are affecting factors in coordination of multichannels and have positive effect on supplier financial and non-financial performance.

【 授权许可】

Unknown