Louis Stern: Marketing Channels, Power, and Conflict Podcast Por arte de portada

Louis Stern: Marketing Channels, Power, and Conflict

Louis Stern: Marketing Channels, Power, and Conflict

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 A History of Marketing / Episode 13"Place" might be the most often overlooked of the four P’s in the marketing mix, but it encompasses channels and distribution. Power dynamics and conflicts between companies (and sometimes within them) shape how products reach their customers. Few have influenced our understanding of marketing channels more than Louis Stern. Lou is the John D. Gray Distinguished Professor Emeritus at Northwestern's Kellogg School and the namesake of the American Marketing Association's Louis W. Stern Award, which recognizes contributions to marketing and channels of distribution.Lou is also the author of books including Marketing Channels, Management in Marketing Channels, and Marketing Channel Strategy. Lou drove renewed interest in channels by bringing a fresh perspective. Where prior researchers saw channels as logistics and warehousing, Lou viewed them as dynamic systems governed by power and conflict. Lou brought these insights to clients of his consulting practice which included IBM, Ford, and Johnson & Johnson.Listen to the podcast: Spotify / Apple Podcasts / YouTube PodcastsThis conversation explores the evolution and strategic management of marketing channels, covering:- How channels evolved from analysis of physical places to corporate strategy- IBM’s consumer PC launch and its failed attempt at operating retail stores- Whether sales or marketing should own distribution- And much moreNow here’s my conversation with Professor Lou Stern.The Two Critical Issues of Channels: The Amassing of Power and Resolution of ConflictAndrew Mitrak: Dr. Stern, thanks so much for joining us.Lou Stern: You're welcome. Good to be here.Andrew Mitrak: Is it okay if I call you Lou?Lou Stern: You sure can.Andrew Mitrak: So, Lou, how would you describe your career in marketing to somebody you're meeting for just the first time?Lou Stern: Well, I followed a path that not a lot of people do follow. I focused on a subject called marketing channels, but I did it in a very unique way.Andrew Mitrak: Before we get to marketing channels, how did you get into marketing as a general field to begin with?Lou Stern: When I was an undergraduate, I took a course in industrial organization economics. Part of that course had two particular readings in it. One was by a professor at Harvard by the name of Joseph Palamountain, and it was called The Politics of Distribution. And it was fascinating. It dealt with the battle between automobile manufacturers and automobile dealers, and how the dealers coalesced in order to make sure that the manufacturers didn't overwhelm them.The manufacturers were in the mode of overwhelming dealers, and so the dealers felt they had to protect themselves. It also dealt with other industries in which similar battles were taking place. So that was one thing that really sparked interest.The other was by Kenneth Galbraith, a very famous economist. He wrote a book on countervailing power. The focus was on how retailers square off against manufacturers in order to be able to protect their rights, their properties, and their way of doing business. So those things combined to spark the fire.As I became interested in marketing channels and got deeper and deeper into the subject, it became obvious to me that the field was really dismal. It was dismal because it was descriptive. It was telling stories of how retailers did things, how wholesalers did things.And it was focusing on such wonderful topics as, "What's the difference between a one and two-story warehouse?" That has to spark all sorts of fervor in the hearts of men!I kept saying to myself, how can I make this field much more interesting, particularly for myself? I had no interest in going out and describing the functions of warehouses. I had an interest in having an intellectual pursuit that was something that would stimulate me, but also stimulate all kinds of young scholars coming along behind me.I discovered that two critical issues in channels were the amassing of power, which I already looked at in industrial organization economics, and the resolution of conflict because there's all sorts of conflict in channels of distribution. So that led me to all sorts of doctoral students who became interested in the subject, and the rest is kind of history.Elevating Marketing Channel StrategyAndrew Mitrak: It sounds like when you were in school, it was almost approached from a mathematical sense, but what you found was that there are all these interesting power struggles.If you look at a company, how those companies interact with other companies, there are different points in a value chain and distribution where somebody's trying to take more.Companies face all these decisions: do I work with this partner or that partner? Do I build it myself? And these are all strategic questions that companies make when it comes to their marketing channels and distribution.Lou Stern: Absolutely. And I would talk to executives about my perspective of ...
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