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Why would a supplier most likely choose a channel partner with goal congruence?

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Why would a supplier most likely choose a channel partner with goal congruence?

Why would a supplier most likely choose a channel partner with goal congruence?
A) Distribution exclusivity
B) Lower chance of conflict
C) Expansion of social capital
D) Knowledge of product market
E) Reduced investment requirements

Textbook

Marketing Channel Strategy

Marketing Channel Strategy

Edition: 8^th

Authors: Palmatier, Stern, El-Ansary, Anderson

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