Rockwell Automation: The Channel Challenge Harvard Case Solution & Analysis

Company Rockwell Automation Allen-Bradley unit considers how to deal with the threat of a national distributor in the maintenance, repair and overhaul (MRO) business for its industrial automation. National distributors were consolidating MRO channel distribution, offering national account customers a comprehensive solution for the needs of multichannel MRO. Allen-Bradley, who traditionally served its customers through high-touch, high-value-added local distributors, but this channel is insufficient for the needs of large customers MRO. The efforts of Allen-Bradley and other manufacturers to create industry-electronic sources consortium called SourceAlliance.com failed. Now, the company had to choose between the revision of traditional channels by creating a virtual network of local distributors, striking an alliance with the national distributor, or exit the market MRO. He was forced to deal with the difficult issues of conflict in the channel you select a channel strategy. "Hide
Mohanbir by Sony, Michael Biddlecom, Robert Day, Patrick Franke, John Lee Tin, Robert Leonard, Brian Poger Source: Kellogg School Management 21 pages. Publication Date: January 1, 2004. Prod. #: KEL163-PDF-ENG

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