The consistency or inconsistency of channel member attitudes and behavior forms the basis for a model designed to help determine the influence processes that need to be implemented and the influence objectives that need to be sought in order to effectively coordinate a firm’s channel system. Communication strategies are discussed that can be used to implement each influence process. Decision theory is used to illustrate the types of data distribution channel managers should consider in planning their firms’ interfirm influence attempts. A “segmentation approach” is recommended in attempting to achieve channel member participation in distribution channel programs.
