Role of shared information systems in distribution channels

Some manufacturers are reluctant to rationally share their Information Systems (ISs) with their dealers. Through a detailed case study analysis, we explore what could impel a manufacturer to overcome its reluctance by analysing its control problems (lack of direction; motivational; and personal limitations). We show that sharing ISs provides benefits derived from the collection of information in both quantity and quality that is in turn utilized by the manufacturer. It ensures that the manufacturer controls operations with proper information, seeing the market through dealers. Therefore, manufacturers could share ISs in order to proactively manage their distribution channels in a non-coercive way.