Impact of a digital sales strategy on the distributor relationship at VBM Medical

  • Diego Haegele (Student)

Student thesis: Master's Thesis

Abstract

Indirect export strategies of small and medium-sized medical device manufacturers rely on strong relationships with international distributors. Faced with complex regulatory environments that vary across countries, manufacturers are challenged to manage an extensive network of distributors and develop a successful global sales strategy. This paper aims to investigate the impact of digital sales channels on the relationship between the manufacturer VBM and its international distributors. Insights into the distributor sales process across different markets are provided to explore how manufacturers can deliver effective support at various stages. The research used in-depth interviews with representatives from international distributors of VBM to gather qualitative exploratory findings and create new knowledge on the research topics. The findings indicate that medical device sales are driven by personal relationships between distributor sales representatives and healthcare providers. The distributor sales process is influenced by the organizational size, market size, and the healthcare system. The paper suggests that manufacturers can strengthen the relationship with distributors by effectively supporting their sales process activities. Manufacturer support is evaluated based on product & brand performance, product trainings, communication quality, promotional support and operational transactions. Digital sales channels can supplement, support or substitute existing manufacturer support activities to improve distributor sales performance. A model is developed for adopting a strategic approach for VBM in introducing new sales and communication channels, ensuring their positive contribution to the relationship quality with distributors.
Date of Award21 Oct 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaolo Guenzi (Supervisor)

Keywords

  • Indirect export strategies
  • International distributors
  • Digital sales channels
  • Manufacturer support
  • Medical device sales
  • Relationship quality

Designation

  • Mestrado em Gestão e Administração de Empresas (mestrado internacional)

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