Channel management issues related to B2B international brands & selection process for partners


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Branding -- Pakistan, Marketing, Technology

Executive Summary

This research analyse the distribution strategy undertaken by B2B brands in Pakistan and highlights channel management issues faced entering into Pakistan via indirect channels. Cultural and market based dynamics makes Pakistan challenging market to launch global B2B brands and manage growth. Another aspect of the research is based on selecting the right partner and tools required to evaluate a channel partner. Report also introduces a channel partner selection tool that can be used exclusively for evaluating multiple channel partners; it is also tailored for value selling market as Pakistan. Program: EMBA Photocopying is prohibited. To be used within library premises Methodology: All the data in this report is collected via corporate surveys using B2B one-to-one sales call approach with key customers, using Government of Pakistan import data, company records and historical sales data and market intelligence based on experience from regional markets.

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