Evaluation of distributors in the process of commercialization of innovative production

Abstract

Distributors operating in the distribution channel and performing the same activities do not always do it in the same way. For a manufacturer relationships with some distributors will always be more beneficial than with others. It may become clear that the distributor who sells the largest volumes of goods, in fact, does not bring much profit to the producer, whereas a small trading company may have a significant potential. Therefore, it is necessary to analyze and optimize each aspect of cooperation with distributors. The analysis and optimization should be performed bearing in mind both the manufacturer and the consumer. The paper presents an evaluation of the system of distributors during the commercialization of innovative production. The evaluation is conducted on the example of companies from the chemical industry and is based on the improved criteria. For each assessment criterion, the appropriate scale and formula for calculating the integral estimate are determined. The proposed approach deepens the existing theoretical and practical approaches in marketing distribution policy.