Industrial and Manufacturing Marketing Blog

The Distribution Trap – How Innovations Become Commodities

I read an eye-opening article by Andrew R. Thomas, PhD Assistant Professor of International Business, University of Akron and the Editor-in-Chief, Journal of Transportation Security. He has outlined what is wrong with the theory of mass marketing.

For decades, business and management gurus have preached that manufacturers should focus on core competencies and innovate to remain competitive in a global market. Non-core functions such as sales and distribution should be outsourced.

That business model works for a while but in the long-term, it fails badly. Why? Because it is the mega-distributors that dictate terms and reduce the value of the manufacture’s innovations into commodity products. Dr. Thomas calls this “The Distribution Trap.”

He has co-authored a book by the same name with Timothy J. Wilkinson, PhD, Associate Professor of Marketing at Montana State University Billings. You can buy the book from Amazon and visit his site at www.distributiontrap.com.

I also found a fascinating video interview on Andrew’s blog that really drives home the point with a case study featuring Mr. Fred Whyte, President of STIHL Inc. The interview is split over four videos.

“The Distribution Trap” Interview with STIHL – Part 1

“The Distribution Trap” Interview with STIHL – Part 2

“The Distribution Trap” Interview with STIHL – Part 3

“The Distribution Trap” Interview with STIHL – Part 4

Achinta Mitra

Achinta Mitra calls himself a “marketing engineer” because he combines his engineering education and an MBA with 36 years of practical industrial marketing experience. You want an expert with an insider’s knowledge and an outsider’s objectivity who can point you in the right direction immediately. That's Achinta. He is the Founder of Tiecas, Inc., an industrial marketing consultancy in Houston, Texas. Read Achinta's story here.
Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Comments:

    Need Help Now?

    A one-hour live (online) consulting session with Achinta Mitra to discuss your industrial marketing challenges. I’ll try to provide general guidance that you can apply right away.

    Marketing Matters

    Marketing Matters is our monthly e-newsletter which is usually emailed during the last week of the month. Get the latest articles and tips on industrial marketing delivered to your inbox. 

    Ready to Start a Conversation?

    Let’s start with a free 30-minute consultation to determine if this will be a good fit for both of us. Our conversation will be a friendly chat to get to know each other better, not a high-pressure sales pitch.

    Post Categories

    Recent Posts

    Tiecas-Industrial Marketing & Consulting, Houston, TX

    Industrial Marketing Today is an integral part of Tiecas, Inc., a Houston-based industrial marketing agency. We’ve been in business since 1987, serving the marketing needs of manufacturers, distributors, and engineering companies from various industries.

    ©  2024 Tiecas, Inc.  and Achinta Mitra.  All Rights Reserved.
    Contact Us Privacy Policy Site Map