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Motivating resellers of the international brand in competitive markets

Suraksha Gupta

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 10 August 2020

Issue publication date: 11 December 2020

287

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.

Keywords

Citation

Gupta, S. (2020), "Motivating resellers of the international brand in competitive markets", Qualitative Market Research, Vol. 23 No. 4, pp. 663-677. https://doi.org/10.1108/QMR-11-2017-0150

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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