Figure 118 Oct 2026From “What is a route to market?”

The same partner governance, opposite effects by channel mix

Formal rules for sales partners went with better outcomes as indirect channel usage rose and worse ones as direct usage rose. Centralization and information exchange did the reverse.

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Figure 1The same partner governance, opposite effects by channel mix

Governance of sales partners	With more direct channel usage	With more indirect channel usage
Formalization (written rules and procedures for partners)	Diminished performance outcomes	Enhanced performance outcomes
Centralization (partner decisions need the manufacturer's approval)	Enhanced performance outcomes	Diminished performance outcomes
Information exchange with sales partners	Enhanced performance outcomes	Diminished performance outcomes

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Source: Homburg, Vomberg and Muehlhaeuser (2020), online-first PDF pp. 1, 13-14 (Table 5, N = 103 manufacturers) and 16: moderation of the link between the extent of direct or indirect channel usage and the manufacturer's EBIT over total assets in the following year, in a survey of B2B manufacturers compared with the German industry distribution. Each mechanism is measured once per manufacturer and concerns its sales partners (appendix, pp. 17-18). All six interactions are significant in the authors' main model, two at the 5% level and four at the 1% level; two lost significance under one alternative usage measure each (p. 16). Signs only. The final record is Journal of Marketing Research 57(6), 1113-1134.

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From the essay

Go-to-market strategy

What is a route to market?

A route to market is the mix of direct and indirect channels a firm uses to reach a set of customers, the revenue each carries and the work each does.

18 Oct 2026

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Isoglu, S. (2026). The same partner governance, opposite effects by channel mix [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig01/

BibTeX

@misc{isoglu-2026-what-is-a-route-to-market-fig01,
  author = {Isoglu, Sinan},
  title = {{The same partner governance, opposite effects by channel mix}},
  year = {2026},
  howpublished = {Figure 1, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig01/},
  note = {From the essay {What is a route to market?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig01/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-a-route-to-market-fig01.png" alt="Figure 1: The same partner governance, opposite effects by channel mix" width="3200" height="2400">
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  <figcaption>Figure 1: The same partner governance, opposite effects by channel mix. Source: Homburg, Vomberg and Muehlhaeuser (2020), online-first PDF pp. 1, 13-14 (Table 5, N = 103 manufacturers) and 16: moderation of the link between the extent of direct or indirect channel usage and the manufacturer&#39;s EBIT over total assets in the following year, in a survey of B2B manufacturers compared with the German industry distribution. Each mechanism is measured once per manufacturer and concerns its sales partners (appendix, pp. 17-18). All six interactions are significant in the authors&#39; main model, two at the 5% level and four at the 1% level; two lost significance under one alternative usage measure each (p. 16). Signs only. The final record is Journal of Marketing Research 57(6), 1113-1134. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-a-route-to-market-fig01/">View exhibit</a>.</figcaption>
</figure>