Gino SA is a manufacturer of burners that are sold through exclusive contracts with distributors. As a result, three distributors have a significant impact on negotiations with Gino. Leading manufacturer of the boiler, which is now buying through a distributor, approached Gino receive OEM treatment (the discount when buying the burner directly from the manufacturer in exchange for a commitment to purchase a percentage of their burners with gin). When deciding whether to proceed with the first direct relationship of OEM, marketing manager should consider the impact of their decisions on distributors, competition and corporate governance. "Hide
by Terry H. Deutscher, Alan Young Wenchu Source: Richard Ivey School of Business Foundation 17 pages. Publication Date: April 25, 2002. Prod. # 902A13-PDF-ENG
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