HOW FOREIGN FIRMS VIEW THEIR UNITED-STATES DISTRIBUTORS

Foreign manufacturers' views of their U.S. industrial distributor partners are examined in this study. For the most part, the manufacturers hold the industrial distributors in high regard in terms of their capabilities for performing such kev marketing functions as providing market coverage, sales contact, inventory holding, and order processing. On two other functions, providing market information and advice and technical support, the industrial distributors were given lower grades by the manufacturers.