Examination of the Feasibility of the Multichannel Strategy within a B2B Complex Product Context : A case study on ABB Control Systems within Industrial Automation Division

Sammanfattning: The aim of this study is to examine the feasibility of the multichannel strategy in a B2B complex product context through an in-depth case study on ABB control systems. Firstly, the study focused on investigating the channel strategy for the current ABB control systems. The channel structure and sales cycle have been identified. Secondly, the study identified the challenges which have existed in the channels for ABB control systems. Channel conflicts and lack of channel integration have been recognized as the major challenges. Finally, the thesis proposed improvement suggestions on how to reduce channel conflicts and increase channel integrations for ABB control systems.