Examinando por Materia "Multicanalidad"

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    Ítem
    Multicanalidad y conflicto, análisis para algunas compañías de Colombia.
    (Universidad Eafit, 2019) Uribe Mejía, Pablo; González Bravo, Sebastian; Giraldo Hernández, Gina María; Valencia Amaya, Mauricio Giovanni
    The purpose of this research is to identify the critical variables considered by the companies analyzed to solve the problems that arise in multichannel distribution. The research is a qualitative study, with semi-structured interviews with their senior managers, which seeks to know the strategies that companies have used to manage these conflicts. The main causes of conflicts identified among the distribution channels were errors in price policies, lack of communication, lack of control, portfolio differentiation and commercial irresponsibility. On the other hand, the most effective strategies evidenced to solve the problems were the opening of the direct distribution channel, same sale price to the public in all the channels, training to the sales force of the companies, clear communication and trust among the members of the distribution chain.