Relationships manufacturer distributor as key competitive elements in the case of the spanish tile ceramic cluster. Empirical analysis of the moderating factors.

The tile ceramic industry, as other traditional industries, is immersed in a context of constant changes driven by relevant competition world-wide. The distribution function is not an exception and is playing an increasing role in a global economy. On the other hand, the abundance of information and easy access to products and services is forcing distributors and traditional intermediaries to search new forms to relate with buyers and salesmen through mechanisms which guarantee tile final end user complete satisfaction. This paper objective is exploring the influence and role of distribution channels in the creation of value in the case of Spanish tile ceramic industry. Ill this direction three moderating factors in the model have been analyzed: market oriented activities; strategic exchange of information with manufactures; and offer of complementary services by distributors to final clients.