Asia Pacific Management Review
The research focuses on the partnership relationship between a manufacturer and distributor in Eastern Green Marketing, exploring the impact factors influencing customers. The author expresses gratitude to their supervisor and respondents for their assistance in conducting the research.
79 Pages17932 Words28 Views
Added on 2022-09-17
Asia Pacific Management Review
The research focuses on the partnership relationship between a manufacturer and distributor in Eastern Green Marketing, exploring the impact factors influencing customers. The author expresses gratitude to their supervisor and respondents for their assistance in conducting the research.
Added on 2022-09-17
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PARTNERSHIP RELATIONSHIP BETWEEN
MANUFACTURER AND DISTRIBUTER IN
EASTERN GREEN MARKETING
MANUFACTURER AND DISTRIBUTER IN
EASTERN GREEN MARKETING
Acknowledgement
It provides me utmost contentment to make the final submission of the research that concentrates
on ‘PARTNERSHIP RELATIONSHIP BETWEEN MANUFACTURER AND DISTRIBUTER IN
EASTERN GREEN MARKETING’. It is from the very beginning of the thesis to the submission
that I have gained a chance to make a well depth research on the impact factors influencing the
customers.
I want to thank many people who have helped me in producing this project work. Firstly, I would
like to give regards to my supervisor Dr Melissa and Dr Kennywho helped me a lot to prepare
this work. I also show my gratefulness towards my respondents of the surveys without whose
help, I would not be able to do the work. Special thanks families for their tolerance during the
last four years of my MBA studies, all the travels I had to do to Singapore to attend lectures and
sit for exams.
Thanking you all...
1
It provides me utmost contentment to make the final submission of the research that concentrates
on ‘PARTNERSHIP RELATIONSHIP BETWEEN MANUFACTURER AND DISTRIBUTER IN
EASTERN GREEN MARKETING’. It is from the very beginning of the thesis to the submission
that I have gained a chance to make a well depth research on the impact factors influencing the
customers.
I want to thank many people who have helped me in producing this project work. Firstly, I would
like to give regards to my supervisor Dr Melissa and Dr Kennywho helped me a lot to prepare
this work. I also show my gratefulness towards my respondents of the surveys without whose
help, I would not be able to do the work. Special thanks families for their tolerance during the
last four years of my MBA studies, all the travels I had to do to Singapore to attend lectures and
sit for exams.
Thanking you all...
1
Table of Contents
Chapter – 01: Introduction...............................................................................................................5
1.1 Background of the study........................................................................................................5
1.2 Research rationale..................................................................................................................6
1.3 Problem Statement.................................................................................................................6
1.4 Research Aim and Objectives................................................................................................7
1.5 Research Questions................................................................................................................7
1.6 Significance of the study........................................................................................................8
1.7 Structure of research..............................................................................................................8
Chapter – 02: Literature Review......................................................................................................9
2.1 Concept of Partnership...........................................................................................................9
2.2 The factors that influence partnership relationship between manufacturer and distributor...9
2.3 The factors that influence partnership relationship between manufacturer and distributer. 10
2.4 Impact of partnership relationship on business success.......................................................13
2.5 Challenges regarding partnership building between manufacturer and distributors............14
2.6 Strategic Alliances...............................................................................................................16
2.7 Characteristic of the partnership..........................................................................................17
2.8 B2B Communication Behaviour..........................................................................................17
2.8.1 Quality...............................................................................................................................18
2.8.2 Knowledge Transfer..........................................................................................................20
2.8.3 Information Exchange.......................................................................................................21
2.9 Solve Conflict Technique.....................................................................................................22
2.9.1 Joint Problem Solving.......................................................................................................23
2.9.2 Negotiation........................................................................................................................24
2.10 Satisfaction and success of partnership..............................................................................26
2.11 Conceptual framework.......................................................................................................27
2.12 Literature gap.....................................................................................................................27
2.13 Timeline.............................................................................................................................28
Chapter – 03: Research Methodology..........................................................................................29
2
Chapter – 01: Introduction...............................................................................................................5
1.1 Background of the study........................................................................................................5
1.2 Research rationale..................................................................................................................6
1.3 Problem Statement.................................................................................................................6
1.4 Research Aim and Objectives................................................................................................7
1.5 Research Questions................................................................................................................7
1.6 Significance of the study........................................................................................................8
1.7 Structure of research..............................................................................................................8
Chapter – 02: Literature Review......................................................................................................9
2.1 Concept of Partnership...........................................................................................................9
2.2 The factors that influence partnership relationship between manufacturer and distributor...9
2.3 The factors that influence partnership relationship between manufacturer and distributer. 10
2.4 Impact of partnership relationship on business success.......................................................13
2.5 Challenges regarding partnership building between manufacturer and distributors............14
2.6 Strategic Alliances...............................................................................................................16
2.7 Characteristic of the partnership..........................................................................................17
2.8 B2B Communication Behaviour..........................................................................................17
2.8.1 Quality...............................................................................................................................18
2.8.2 Knowledge Transfer..........................................................................................................20
2.8.3 Information Exchange.......................................................................................................21
2.9 Solve Conflict Technique.....................................................................................................22
2.9.1 Joint Problem Solving.......................................................................................................23
2.9.2 Negotiation........................................................................................................................24
2.10 Satisfaction and success of partnership..............................................................................26
2.11 Conceptual framework.......................................................................................................27
2.12 Literature gap.....................................................................................................................27
2.13 Timeline.............................................................................................................................28
Chapter – 03: Research Methodology..........................................................................................29
2
3.1 Research Onion....................................................................................................................29
3.2 Introduction..........................................................................................................................29
3.3 Research Philosophy............................................................................................................30
3.4 Research Approach..............................................................................................................31
3.5 Research design....................................................................................................................32
3.6 Data collection and analysis method....................................................................................32
Data Clean - GIGO....................................................................................................................33
Reliability Test...........................................................................................................................33
Validity Test...............................................................................................................................33
Pearson Product Moment Correlation (PPMC).........................................................................35
3.7 Sampling size and techniques..............................................................................................37
3.8 Ethical Consideration...........................................................................................................37
3.9 Research limitation..............................................................................................................37
Chapter – 04: Data analysis...........................................................................................................39
4.2 Demographic of Age............................................................................................................40
4.3 Demographic of Race...........................................................................................................41
4.4 Demographic of Employment Status...................................................................................43
4.5 Sales volume referent manufacturer’s product....................................................................44
4.6 Total monthly sales of distributors.......................................................................................46
4.7 Percentage of manufacturer’s product.................................................................................47
4.8 Reliability Test.....................................................................................................................48
4.8.1 Reliability Test – Characteristics of the Partnership.........................................................48
4.8.2 Reliability Test – B2B Communication............................................................................49
4.8.3 Reliability Test – Solve Conflict Technique.....................................................................50
4.8.4 Reliability Test – Success of Partnership..........................................................................51
4.3 Pearson Product Moment Correlation.....................................................................................52
4.9 Regression Analysis.............................................................................................................53
4.9.1 Normality Test..................................................................................................................53
4.9.2 Homoscedasticity Test......................................................................................................58
4.9.3 Multicollinearity Test........................................................................................................60
Chapter – 05: Conclusion and recommendations..........................................................................64
3
3.2 Introduction..........................................................................................................................29
3.3 Research Philosophy............................................................................................................30
3.4 Research Approach..............................................................................................................31
3.5 Research design....................................................................................................................32
3.6 Data collection and analysis method....................................................................................32
Data Clean - GIGO....................................................................................................................33
Reliability Test...........................................................................................................................33
Validity Test...............................................................................................................................33
Pearson Product Moment Correlation (PPMC).........................................................................35
3.7 Sampling size and techniques..............................................................................................37
3.8 Ethical Consideration...........................................................................................................37
3.9 Research limitation..............................................................................................................37
Chapter – 04: Data analysis...........................................................................................................39
4.2 Demographic of Age............................................................................................................40
4.3 Demographic of Race...........................................................................................................41
4.4 Demographic of Employment Status...................................................................................43
4.5 Sales volume referent manufacturer’s product....................................................................44
4.6 Total monthly sales of distributors.......................................................................................46
4.7 Percentage of manufacturer’s product.................................................................................47
4.8 Reliability Test.....................................................................................................................48
4.8.1 Reliability Test – Characteristics of the Partnership.........................................................48
4.8.2 Reliability Test – B2B Communication............................................................................49
4.8.3 Reliability Test – Solve Conflict Technique.....................................................................50
4.8.4 Reliability Test – Success of Partnership..........................................................................51
4.3 Pearson Product Moment Correlation.....................................................................................52
4.9 Regression Analysis.............................................................................................................53
4.9.1 Normality Test..................................................................................................................53
4.9.2 Homoscedasticity Test......................................................................................................58
4.9.3 Multicollinearity Test........................................................................................................60
Chapter – 05: Conclusion and recommendations..........................................................................64
3
5.1 Recommendations................................................................................................................64
5.2 Conclusion...........................................................................................................................65
References......................................................................................................................................68
Appendix........................................................................................................................................74
4
5.2 Conclusion...........................................................................................................................65
References......................................................................................................................................68
Appendix........................................................................................................................................74
4
Chapter – 01: Introduction
1.1 Background of the study
Manufacturers are the ones who make the products and they want to sell them efficiently with
high profitability. This means that the manufacturers take help of distributors because they can
sell it efficiently and with low maintenance. The distributor can be called as the authorized
dealers or agents. They generally buy the products directly from the producers and then sell them
in the market in various locations like Easter Green Marketing and other e-commerce selling
websites. This process helps the manufacturers not to worry about the customers getting the right
product on right time and the proper price is being paid for the product. The logistics and the
marketing aspects are also taken care of by distributions. The relationship between the
manufacturers and distributor is a mutual pactas both are helpful to each other. One
manufactures the product and the other sells them. Without the manufacturers and distributors,
the customer would face challenges to get their daily lives working. The concept of mutual
understanding between manufacturers and distributor is not always very easy and smooth.
Sometimes there are differences in opinion and ideal, which can create problem between them. A
smooth process is required to work and a mutual sense of respect is necessary.
A manufacturer will have two ways to make their relationship work. They work with their
distributors to create marketing opportunities. On the other hand, the manufactures could
promote their product so that a large amount of order is made and eventually distributor could do
the marketing and sell them at proper prices. In the current scenario, in industry of
manufacturing, there are two main options that exeunt to get the product to market and sell them
immediately so that more profit is made. There are lot of problems for a manufacturing company
to do everything on their own and sell the product to the customers. Sothe relation between
manufacturers and distributor is an essential aspect of life where one party produces a product
and the other party sells it to the customers through various marketing ideas and in various
platforms.
1.2 Research rationale
Not every manufacturer-distributer partnership is equal. Some are tactical and some are strategic.
A key element in any successful manufacturer-distributer partnership is that both the parties are
needed to be on the same page whether the relationship is strategic or tactical. A strategic
relationship requires closer collaboration from both the manufacturer and the distributor in the
form of marketing, branding and product development. In a strategic relationship, distributors do
not only provide product, they also give feedback. A tactical relationship is much more limited.
The tactical manufacturer-distributor relationship is more about increasing sales. A manufacturer
produces the product; distributors manage the logistics and marketing involved so the product
reaches in the hands of customers. A tactical relationship is easier to replace. The distributors
5
1.1 Background of the study
Manufacturers are the ones who make the products and they want to sell them efficiently with
high profitability. This means that the manufacturers take help of distributors because they can
sell it efficiently and with low maintenance. The distributor can be called as the authorized
dealers or agents. They generally buy the products directly from the producers and then sell them
in the market in various locations like Easter Green Marketing and other e-commerce selling
websites. This process helps the manufacturers not to worry about the customers getting the right
product on right time and the proper price is being paid for the product. The logistics and the
marketing aspects are also taken care of by distributions. The relationship between the
manufacturers and distributor is a mutual pactas both are helpful to each other. One
manufactures the product and the other sells them. Without the manufacturers and distributors,
the customer would face challenges to get their daily lives working. The concept of mutual
understanding between manufacturers and distributor is not always very easy and smooth.
Sometimes there are differences in opinion and ideal, which can create problem between them. A
smooth process is required to work and a mutual sense of respect is necessary.
A manufacturer will have two ways to make their relationship work. They work with their
distributors to create marketing opportunities. On the other hand, the manufactures could
promote their product so that a large amount of order is made and eventually distributor could do
the marketing and sell them at proper prices. In the current scenario, in industry of
manufacturing, there are two main options that exeunt to get the product to market and sell them
immediately so that more profit is made. There are lot of problems for a manufacturing company
to do everything on their own and sell the product to the customers. Sothe relation between
manufacturers and distributor is an essential aspect of life where one party produces a product
and the other party sells it to the customers through various marketing ideas and in various
platforms.
1.2 Research rationale
Not every manufacturer-distributer partnership is equal. Some are tactical and some are strategic.
A key element in any successful manufacturer-distributer partnership is that both the parties are
needed to be on the same page whether the relationship is strategic or tactical. A strategic
relationship requires closer collaboration from both the manufacturer and the distributor in the
form of marketing, branding and product development. In a strategic relationship, distributors do
not only provide product, they also give feedback. A tactical relationship is much more limited.
The tactical manufacturer-distributor relationship is more about increasing sales. A manufacturer
produces the product; distributors manage the logistics and marketing involved so the product
reaches in the hands of customers. A tactical relationship is easier to replace. The distributors
5
and the production done by the manufacturers do the marketing and branding. This study is also
essential to understand the aspects of company like EVM and the process through which it can
improve its business by satisfying the needs of the customers and how a company like this could
increase its trade overseas and earn more profit and creating a reputable brand image. This study
is also followed on how neglected or abandoned sectors could perform well in the business
generation. The direct sales are very demanding for manufacturers so they prefer to work
through distribution channels to sell their products. Their role and impact on business growth
needs to be investigated. In order to get most profit from the relationship, distributors and
manufacturers require maintaining a good relationship. Therefore, this study has been done on
the backdrop of EGM, to understand the important impact of the relationship and how the good
relationship can benefit the business and how the neglected sector could be improved through
implementation of theories, models and other approaches.
1.3 Problem Statement
Manufacturers and distributors are very important for any business to grow and earn profit. The
direct sales are very demanding for manufacturers so they prefer to work through
distribution channels to sell their products. Their role and impact on business
growth need to be investigated. Therefore, this study has been done on the backdrop of
EGM, to understand the important impact on the relationship and how the good relationship can
benefit the business and how the neglected sector could also be improved through
implementation of theories, models and other approaches.
1.4 Research Aim and Objectives
The aim of this research project is to provide the main findings of the partnership relationship
success between manufacturer and distributor in the Eastern Green Marketing.
The objectives of the research are given as follows:
To understand the challenges that each party individually faces as it relates to their relationship.
To investigate the different factors that directly affects the relationship building between the
manufacturer and the distributors.
To research the various impacts of the partnership relationship on business generation
development
To offer recommendations to the company management on how to well-sustain partnerships in
the long term.
1.5 Research Questions
The questions as per the research are mentioned as follows:
What are the challenges that manufacturers and distributers faces with respect to each other?
6
essential to understand the aspects of company like EVM and the process through which it can
improve its business by satisfying the needs of the customers and how a company like this could
increase its trade overseas and earn more profit and creating a reputable brand image. This study
is also followed on how neglected or abandoned sectors could perform well in the business
generation. The direct sales are very demanding for manufacturers so they prefer to work
through distribution channels to sell their products. Their role and impact on business growth
needs to be investigated. In order to get most profit from the relationship, distributors and
manufacturers require maintaining a good relationship. Therefore, this study has been done on
the backdrop of EGM, to understand the important impact of the relationship and how the good
relationship can benefit the business and how the neglected sector could be improved through
implementation of theories, models and other approaches.
1.3 Problem Statement
Manufacturers and distributors are very important for any business to grow and earn profit. The
direct sales are very demanding for manufacturers so they prefer to work through
distribution channels to sell their products. Their role and impact on business
growth need to be investigated. Therefore, this study has been done on the backdrop of
EGM, to understand the important impact on the relationship and how the good relationship can
benefit the business and how the neglected sector could also be improved through
implementation of theories, models and other approaches.
1.4 Research Aim and Objectives
The aim of this research project is to provide the main findings of the partnership relationship
success between manufacturer and distributor in the Eastern Green Marketing.
The objectives of the research are given as follows:
To understand the challenges that each party individually faces as it relates to their relationship.
To investigate the different factors that directly affects the relationship building between the
manufacturer and the distributors.
To research the various impacts of the partnership relationship on business generation
development
To offer recommendations to the company management on how to well-sustain partnerships in
the long term.
1.5 Research Questions
The questions as per the research are mentioned as follows:
What are the challenges that manufacturers and distributers faces with respect to each other?
6
How the relationship between manufacturers and distributers does affect the business, it’s
production, revenue generation and customers?
What are the impacts of the relationship on the business generation development?
What are the possible ways to mitigate the problem of relationship management by a company to
improve partnerships for the long run?
1.6 Significance of the study
The main purpose of the research is to understand the in-depth insight into the topic of success in
partnership. This study will also come handy to understand the aspects of company like EVM
and the process through which it can improve its business by satisfying the needs of the
customers. How a company like this could increase its trade overseas and earn more profit and
creating a reputable brand image. In addition, this study will follow on how the neglected or
abandoned sectors could perform well in the business generation. The partnership relationship
between manufacturer and distributors is very essential as it makes sure of the products being
produced and sold in the market to the customers with proper price and generating profit for both
the parties.
1.7 Structure of the research
This particular research will deal with the relationship partnership between manufacturers and
distributors in Eastern Green Marking. It will deal with how the relationship partnership between
manufacturers and distributor would make an impact on the retail unit like EGM and eventually
generating business by generating more profit by satisfying the valuable customers. The aim of
this research to get a thorough knowledge of the topic and its effect our daily lives. The literature
reviews are to be inculcated to get a thorough knowledge of the subject as many researchers have
already done their own work on this topic. While researching, the positive and negative aspects
are be revealed and this will help in the future course of action of the partnership relationship of
the manufacturers and distributors. The methodology section discusses in details the steps
through which the objectives can be achieved in a standard manner and reliable data could be
generated. Through data analysis section, this will further be discussed to understand the result
and its impact on the business. Suggestive recommendations are given to the company’s
management so they can improve their performance and this will help the neglected sector in the
end. The conclusion is being made based on the entire research at the end.
Chapter – 02: Literature Review
2.1 Concept of Partnership
According to Maxwell (2018) partnership is a relationship that exists between two or more
persons who agreed to form a contract in accordance with the law with the same motive. Lewis
7
production, revenue generation and customers?
What are the impacts of the relationship on the business generation development?
What are the possible ways to mitigate the problem of relationship management by a company to
improve partnerships for the long run?
1.6 Significance of the study
The main purpose of the research is to understand the in-depth insight into the topic of success in
partnership. This study will also come handy to understand the aspects of company like EVM
and the process through which it can improve its business by satisfying the needs of the
customers. How a company like this could increase its trade overseas and earn more profit and
creating a reputable brand image. In addition, this study will follow on how the neglected or
abandoned sectors could perform well in the business generation. The partnership relationship
between manufacturer and distributors is very essential as it makes sure of the products being
produced and sold in the market to the customers with proper price and generating profit for both
the parties.
1.7 Structure of the research
This particular research will deal with the relationship partnership between manufacturers and
distributors in Eastern Green Marking. It will deal with how the relationship partnership between
manufacturers and distributor would make an impact on the retail unit like EGM and eventually
generating business by generating more profit by satisfying the valuable customers. The aim of
this research to get a thorough knowledge of the topic and its effect our daily lives. The literature
reviews are to be inculcated to get a thorough knowledge of the subject as many researchers have
already done their own work on this topic. While researching, the positive and negative aspects
are be revealed and this will help in the future course of action of the partnership relationship of
the manufacturers and distributors. The methodology section discusses in details the steps
through which the objectives can be achieved in a standard manner and reliable data could be
generated. Through data analysis section, this will further be discussed to understand the result
and its impact on the business. Suggestive recommendations are given to the company’s
management so they can improve their performance and this will help the neglected sector in the
end. The conclusion is being made based on the entire research at the end.
Chapter – 02: Literature Review
2.1 Concept of Partnership
According to Maxwell (2018) partnership is a relationship that exists between two or more
persons who agreed to form a contract in accordance with the law with the same motive. Lewis
7
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