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in
the
accounts.
to motivate distributor
Executives.
heavily
on distributors in recent
years, according to
products.
cused on the
fb_
he said.
by the
manufacturer, the advertising agency (Duinyk
C<.rmpany,
Horsham, Pennsylvania), and Don
Jagoda Associates, a
598
consulting
firm
specializing
in the
incentive programs,
developmenr of
Exhibit t).
.*t
u-*oney,,,Ron
pornts
earned. Thiswas crucial to the execution
ofthe program
by American Olczur salcspeople and instrumental
in its
success. "
American Olean had previously used incenfivcs "from rime tn time," hrrt this was called "a step
up from what we have done before. Our distribrrtor
network has grown to the extent that we could strategically think about focusing distributor supporr. We didn't
depend on distributors so much till the last three
years. "
2/1
600
Case
l4
ti3
Discussion euestion
1.