Product/assortment policy from the point of view of manufacturers and retailers, based on a special analysis

Date of publication: June 15, 1982

Author: Manfred Lange

Abstract:

The conflict of targets between manufacturers and traders with regard to the product-line to be carried is already existing as long as there are dealers selling merchandise produced by somebody else, the producers. This target cannot be solved even in future to such an extent that both partners, manufacturer and trade arrive at an optimum, that means that they are completely satisfied.

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