Channel intermediaries (hereafter, intermediaries) are among the most critical elements of any supply chain as the bulk of manufacturing output is transported through them. However, we have a limited understanding of the approach a manufacturer should take to achieve the dual goal of increasing profitability and intermediary satisfaction. To provide manufacturers with practical strategies to boost their performance and their intermediaries’ satisfaction, we rely on three related studies. In Study 1, through interviews with managers and intermediaries, we find that distribution alignment across intermediary, market, and product types may be a practical strategy for both manufacturers and intermediaries. In Study 2, by using a robust empirical methodology with data from a construction product manufacturer operating in an emerging market, we find that various combinations of intermediary, market, and product types affect the manufacturer’s performance differently. Accordingly, through a supply-side examination, we quantify the revenue impact of reallocating the studied manufacturer’s retail distribution resources among different intermediary-, market-, and product-type combinations. In Study 3, through a field implementation, we find that our recommended intermediary alignment strategy from Study 2 substantially boosts both the manufacturer’s performance (by fourteen percent in revenue and thirteen percent in profit) and intermediaries’ satisfaction (by 7.71%). Thus, with our qualitative, empirical, and field studies, we contribute to the existing research in channel management, emerging market retailing, retail distribution, and marketing strategy.

渠道中间商（以下简称中间商）是任何供应链中最关键的要素之一，因为大部分制造产品都是通过它们运输的。然而，我们对制造商应该采取的方法来实现提高盈利能力和中间商满意度的双重目标的理解有限。为了向制造商提供切实可行的策略来提高他们的业绩和他们的中间商的满意度，我们依赖于三项相关研究。在研究 1 中，通过与经理和中间商的访谈，我们发现跨中间商、市场和产品类型的分销联盟可能是制造商和中间商的实用策略。在研究 2 中，通过对一家在新兴市场运营的建筑产品制造商的数据使用稳健的实证方法，我们发现中间商、市场和产品类型的各种组合对制造商的绩效有不同的影响。因此，通过供应方检查，我们量化了在不同的中介、市场和产品类型组合之间重新分配所研究制造商的零售分销资源对收入的影响。在研究 3 中，通过现场实施，我们发现我们在研究 2 中推荐的中介调整策略显着提高了制造商的绩效（收入提高 14%，利润提高 13%）和中介满意度（提高 7.71%）。因此，通过我们的定性、实证和实地研究，我们为渠道管理、新兴市场零售、零售分销和营销策略方面的现有研究做出了贡献。