Channel Selection for New Industrial Products: A Framework, Method, and Application

The authors present a framework and method for addressing the new product channel choice decision and demonstrate its use with an application for a new industrial product. First, on the basis of extant literature, they disaggregate a distribution channel into eight functional components. These functions are representative of the various product-market factors influencing channel choice. Next, they offer a three-step method that involves (1) obtaining evaluations of the new product on each function from several experts, (2) analytically combining those evaluations, and (3) identifying the channel alternative that effectively and efficiently addresses customer requirements of those functions. This method requires extensive management participation to facilitate its implementation. Finally, the authors provide an illustrative application to demonstrate its managerial usefulness.