Decision-making process in choosing distribution strategy and channels

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Abstract

The primary goal of this research is to identify and examine logical decision-making, intuitive decision-making, and business conversations in the selection of product distribution channels in Kosovo. The study’s findings indicate that logical decision-making, intuitive decision-making, and business discussions have little influence on the selection of product distribution channels in Kosovo firms. Kosovo’s trade deficit in 2022 was 4.7 billion euros, or 20.1 percent higher than in 2021. Total exports in 2022 were 920.4 million euros, with imports being 5.6 billion euros (Kosovo Statistics Agency [ASK], 2024). The issue of establishing marketing mix instruments in Kosovo is linked to the country’s economic development. The use of rational decision-making and efficient management of distribution policies and strategies, in which, in addition to other measures within the framework of marketing and distribution development policies, the choice of distribution channels (CDC) is critical in the use of efficient product distribution channels in enterprises. The study recommends that marketing policy and strategy makers, with a special focus on the distribution instrument, manage policies and make productive decisions to create efficient distribution channels for enterprises in Kosovo and abroad, where distribution channel development is still at a low level, among other things.

Keywords: Marketing, Management, Decisions, Tourism and Development, Hypothesis Testing

Authors’ individual contribution: Conceptualization — B.B. and F.B.; Methodology — B.B. and F.B.; Formal Analysis — B.B.; Investigation — H.B.; Writing — Original Draft — F.B. and H.B.; Writing — Review & Editing — B.B. and F.B.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: C12, M1, M31, M51, Z32

Received: 01.05.2024
Revised: 06.08.2024; 29.01.2025
Accepted: 18.02.2025
Published online: 21.02.2025

How to cite this paper: Bellaqa, B., Beha, F., & Bajrami, H. (2025). Decision-making process in choosing distribution strategy and channels [Special issue]. Corporate & Business Strategy Review, 6(1), 286–292. https://doi.org/10.22495/cbsrv6i1siart5