Gino SA is a manufacturer of burner units that are sold through exclusive contracts with distributors. As a result, the three distributors have significant bargaining power with Gino. A leading boiler manufacturer, who is currently purchasing through a distributor, has approached Gino to receive OEM treatment (a further discount by purchasing the burners direct from the manufacturer in return for a commitment to purchase a percentage of their burners from Gino). In deciding whether to pursue the company's first direct OEM relationship, the marketing manager must consider the impact of his decision on the distributors, the competition, and the company's corporate management.

【書誌情報】

ページ数：15ページ

サイズ：A4

商品番号：HBSP-902A13

発行日：2002/4/25

登録日：2007/8/16