Managing Distribution Channels in the Control and Instrumentation Product Market with Multi-Faceted Product Lines

The purpose of this paper is to explore ways in which to model and manage distribution channels in the Control and Instrumentation product market where multi-faceted product lines, technological know-how and the position of the product in its life-cycle play important roles in the manner in which these products are diffused into the market. The focus in this paper is more the South African market although the global context for control and instrumentation products is also considered. The research is exploratory in nature addressing the complexity from a value chain point of view intertwined with product technology. Aims of the paper include the following: to asses the various distribution models available to the control and instrumentation market and to investigate by way of preliminary research case studies and inductive reasoning if these models are realistic and how these models may be adapted to include the value addition per distribution channel for the various types of product tines. These findings are reflected in a case study by assessing the various routes to the market for different type of technology products, e.g. IT (Software), low-technology and high-technology (Control and Instrumentation products).