Publications
Publications
  • September 1986 (Revised November 1994)
  • Case
  • HBS Case Collection

Lotus Development Corp. Channel Choice: Direct vs. Distribution

By: V. Kasturi Rangan
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

Lotus Development Corp., the number one microsoftware firm has traditionally sold to its customers through a distributor-retail dealer network. In early 1986, the company is considering the option of selling direct to large corporate customers. Students are expected to analyze the pros and cons of such a change in making their decisions.

Keywords

Cost vs Benefits; Marketing Channels; Distribution Channels; Sales; Software; Information Technology Industry; United States

Citation

Rangan, V. Kasturi. "Lotus Development Corp. Channel Choice: Direct vs. Distribution." Harvard Business School Case 587-078, September 1986. (Revised November 1994.)

About The Author

V. Kasturi Rangan

Marketing
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