Develop A Framework for Selection of Intermediary in Marketing Channel

This study seeks to examine how a company can select the best intermediary for itsMarketing channels with minimum of criteria and time. A theoretical framework is proposed basedon the most important tasks of intermediary and the criteria to measure them. There are four basictasks and thirty criteria in three independent levels. Subsequently, an exploratory case study inIranian Food industry is described to illustrate the value of the framework. It is possible to apply thetheoretical framework to select the intermediary for any industry or country. However, there mightbe possible location-specific or industry-specific limitations. Moreover, the framework has provedto be useful in improving the selection of the intermediary in marketing channel. This is a notableand promising side-effect of the exploratory study, at least from a managerial point of view.