A Framework for Selection of Intermediary in Marketing Channel

Purpose – This study seeks to examine how company can select the best intermediary for its Marketing channels with minimum of criteria and time. Design/methodology/approach – A theoretical framework is proposed based on the most importance tasks of intermediary and criteria for measuring them. There are four basic tasks and 30 criteria in three independent levels. Subsequently, an exploratory case study in Iranian Food industry is described that illustrates the value of the framework. Findings – It is possible, for example, to apply the theoretical framework to select the intermediary for any industry or any country. Research limitations/implications – The study has possible location- and industry-specific limitations. Originality/value – Moreover, the framework has proven to be useful in improving the selection of the intermediary in marketing channel. This is a notable and promising side-effect of the exploratory study, at least from a managerial point of view. Keywords: Marketing channel, Distribution channel, Channel design, Selection criteria, channel members, Intermediary selection