Managing the distribution channels for high‐technology products: A behavioural approach

The effects of variations in the external environment on channel member behaviour have been widely acknowledged in marketing channel literature. This paper focuses on the behavioural issues associated with the management of distribution channels dealing in high‐technology products in India. The marketing task environment associated with high‐technology products being highly dynamic and unpredictable, the attendant channel management functions become extremely challenging. The paper presents a conceptual model for managing the distribution channels operating in highly dynamic and unpredictable environments. The conceptual model is validated through a sample survey conducted among computer hardware dealers.