Durapro: Driving Sales through Distribution Channel

Abstract

The case is about the challenges faced by a sales supervisor in achieving very steep sales targets in a distributor driven sales set up. It is set in the context of change in role from direct field sales to a supervisory role. It provides an opportunity to discuss the different sources of power that could be tapped by a supervisor to get results from the subordinates who are part of channel intermediaries. The case explores the issue of task and relationship orientation of the supervisor, delegation of responsibility and power as well as the problems of upward delegation in the process of change management.