Establishing dealer relationship in a market network

Abstract

This study was written in order to increase competitive advantage for Atlas Copco in compressed air business. The thesis was written during the process of establishing new multi-brand division for Oy Atlas Copco Kompressorit Ab. Part of this process was to create a distribution channel for the multi-brand products. The main objective of this study was to gain information from the recruitment activities made. The recruitment process was studied and information and experience were gained for Atlas Copco to use in future as the division expands. Recruitment of distributors is crucial part in establishing new division, especially when competitive advantage is the main target. This study was made in the form of multiple case study research. Three different cases were studied simultaneously when the process of creating distribution channels progressed. Information was logged between the early summer and fall 2011. The log in-cludes notes from meetings, phone calls and e-mails. There is no single right answer to the study questions. The conclusion includes an analysis about the cases and suggestions for both parties. Controversial to quantitative studies this study does not aim to produce answer, but instead focus is to increase pro-fessional and personal capabilities.