摘要：India has been witnessing a sea change in terms of competition since the decade of nineties. Indian players, especially players of FMCG, Cement & Durable, are compelled to change their functional operations under this high degree of competitions. Therefore, functional operation like distribution management is considered important in terms of effectiveness & efficiency. For the purpose of effective & efficient distribution, marketers have to take not only the care of logistics but also they have to take care of behavioral management of channel partners. Globally accepted literatures have already proposed for strategies of power & influence in this regard. But some of the empirical researches have raised questions on applicability of those strategies in relation to developing nations. Considering this question valid and relevant we have identified our research plan vis-à-vis Indian distribution. For this study we have selected three objectives: i) Development of scale for identification of channel control strategies of marketer, ii) Identification of strategies for controlling channel partner, and iii) Identify the importance of each specified strategies. For the empirical purpose of present research, we have executed a survey in southern part of west Bengal, a state of India, with randomly selected 166 respondents who are distribution channel partners in profession. We have selected southern part of the state of West Bengal because this region is having representative character of India. For the purpose of attainment of first objective stated above, we have developed a valid and reliable construct by combining items from the globally recognized scales of power & influence strategies. We have reached second & third objectives by using appropriate statistical tools used for Exploratory & Confirmatory factor analysis. Finally, we are able to identify four important strategic-facets namely i) Intelligence ii) Big Bossing iii) Contract Orientation iv) Expert for Indian distributions. Result indicates deviation from the global research outcome. Thus, the present research is very much contributory to academic & management world, especially in reference to developing nations.
