Inter-firm collaboration in the development of distribution channels as a source of superior firm performance: A study on Boehringer Ingelheim (Phil.) Inc and RMY Marketing

• Main Authors: Ong, Andrea Christine G., Yamat, Anne Paola U.
• Format: text
• Language: English
• Published: Animo Repository 2009
• Subjects: Strategic alliances (Business) > Philippines; Business networks > Philippines; Performance > Measurement; Performance standards
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17491
• Institution: De La Salle University

This thesis was conducted to determine whether or not inter-firm collaboration has a part in developing the indirect distribution channels of a firm to make it a source of superior firm performance. Our study centered on three variables namely the development of distribution channels, inter-firm collaboration and superior firm performance. This is conducted with reference to Boehringer Ingelheim (Phil.) Inc. - Animal Health Division (BIPHI-AHD) and RMY Marketing. Our study sought to determine the link of the variables through a series of interviews with key personnel from each company. We have interviewed Mr. Erwin G. Fajardo, Manager for BIPHI - AHD and Dr. Rodolfo T. Pescador, Jr., the recently promoted District Manager whose knowledge as the former TSSR (Technical Service and Sales Representative) for RMY Marketing was applied for this study. From RMY Marketing, we have interviewed Ms. Marissa U. Yamat, the General Manager and Proprietress, as well as Mr. Alfonso P. Umlas Jr., the Sales/Accounts Manager. A descriptive study method was employed to answer the problem and the objectives of this paper. With the stream of literature and data gathered to facilitate the study, we have analyzed that there are direct and indirect links between inter-film collaboration and the development of RMY Marketing which in turn has a discernable link to the firm performance of BIPHI - AHD. Our recommendations encourage the continuance of the current inter-firm collaborative efforts as it is discernable that such efforts can create potential for the development of the channel and induce superior firm performance. For future researchers we recommend for them to analyze this either comparatively with other distribution functions that does not apply inter-firm collaboration or to conduct a more exhaustive analysis to be done on all of the indirect channels so as to be able to come up with more definitive results.