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The Role and Contributions of Independent Sales Representatives in the Relationship Between Merchandise Suppliers and Small Retailers: Dynamic Interactions in the Channel

Description: Small retailers are searching for a basis of competitive advantage to compete against larger retailers. The independent sales representative (rep) may represent such a basis. Little is known about how the role of reps and their performance is perceived by suppliers and retailers. We do not know what is expected from reps, if the reps' performance meets suppliers and retailers expectations, or whether met expectations lead to a basis of competitive advantage. Primarily, the study was designed to identify the role and contributions reps in the interactions between the supplier and retailer in the channel of distribution.
Date: May 1998
Creator: Gruben, Kathleen H. (Kathleen Hall)
Partner: UNT Libraries