Matches in SemOpenAlex for { <https://semopenalex.org/work/W3048767600> ?p ?o ?g. }
- W3048767600 endingPage "677" @default.
- W3048767600 startingPage "663" @default.
- W3048767600 abstract "Purpose The purpose of this paper is to explore how brand managers can motivate resellers who are not directly associated with the brand and know the brand through a local or a national level distributor. Findings of this study provide insights into factors that can lead a brand manager motivate resellers through a reseller motivation pyramid. Design/methodology/approach Using qualitative data collected from brand managers, different themes of reseller motivations were evaluated. Findings An overlap between organizational goals, resource-related needs and capabilities of resellers are indicative of modification required in reseller management strategy to keep resellers motivated. Research limitations/implications This research suffers from lack of quantitative data that could enable the researcher to establish the linkages discussed. Originality/value This research extends current understanding about intrinsic motivations of resellers to promote a brand in competitive markets." @default.
- W3048767600 created "2020-08-18" @default.
- W3048767600 creator A5087017967 @default.
- W3048767600 date "2020-08-10" @default.
- W3048767600 modified "2023-10-18" @default.
- W3048767600 title "Motivating resellers of the international brand in competitive markets" @default.
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