Browsing by Author "Alemu, Mezgeb"

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    The Performance And Effectiveness Of Indirect Channel Distribution (The Case Of Ethio Telecom
    (Addis Ababa University, 2017-06) Alemu, Mezgeb; Mitiku, Shiferaw (PhD)
    Despite the vast research on indirect channel distribution, little research exists about the distribution channel structure and practice in Ethiopian context. Effective distribution channel can be a source of strategic advantage for companies which engaged in the distribution of fast moving consumer goods to the larger population like ethio telecom. This study examines the performance and effectiveness of indirect distribution channel at ethio telecom. An analysis of the primary and secondary data shows that the channel has basic design problems like inappropriate and discriminatory territory management, channel conflicts, price cut, low revenue performance, inappropriate commission payment. Hence the channel is not effectively and efficiently functioning. Therefore the channel design and development should be revised to solve these problems which hindered the performance of the whole channel system. This study will increase understanding of indirect channel practice in Ethiopia and will motivate other researchers to engage in the area