Strategic collaboration with distribution partners

Changes, conflicts, challenges

Authored by: Angela Wichmann

The Routledge Handbook of Hospitality Management

Print publication date:  March  2014
Online publication date:  March  2014

Print ISBN: 9780415671774
eBook ISBN: 9781315814353
Adobe ISBN: 9781317804246


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Creating a product or service in a successful way and making it available to customers requires building successful relationships not only with customers but also with distribution partners (Kotler et al. 2010). Kotler et al. (2010: 328, original emphasis) argue that “an individual firm's success depends not only on how well it performs, but also on how well its entire supply chain and marketing channel competes with competitors’ channels”. In hospitality, managers are confronted with and have to move forward in a constantly changing distribution landscape. In an environment of growing complexity, collaborating with distribution partners in a strategic way is getting more and more important (O’Connor and Piccoli 2003). For the purpose of this chapter, strategic collaboration is understood as a goal-oriented approach to working with distribution partners in an atmosphere of trust and commitment (Gounaris 2005) aimed at mutual benefit and perceived reciprocity (Andreu et al. 2010).

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