A Difficult Choice between Direct Sales and Sales Agency: Channel Reform of L Medical Equipment Company
Product Number：
EN_2020ZLGL_3221
Page Views：
419
CaseName：
A Difficult Choice between Direct Sales and Sales Agency: Channel Reform of L Medical Equipment Company
Authors：
Liu Gang, Zhang Caijing, Lei Yun
Author Affiliation：
Renmin University of China
Enterprise/Organization：
L Medical Equipment Company
Industry：
Pharmaceuticals
Discipline：
Strategy、General Management
Scale：
SMEs
Language：
English
Type of Case：
Decision Case
KeyWords：
medical equipment industry, channel reform, direct marketing, commission agency, channel conflict
Abstract：
The case describes a dilemma that L Medical Equipment Company’s manager Mr. J faces choosing between direct sales and sales agency in the background of China’s reform in healthcare and medical equipment industry. The case aims to help student understand the differences between direct sales and sales agency, therefore better comprehensive the complexity of channel reform in business world.
Intended Audience：
Undergraduate,MBA,EMBA
Data Source：
Primary
Publication Date：
2014
Revision Date：
2020
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