A Difficult Choice Between Direct Sales and Sales Agency: Channel Reform of L Medical Equipment Company


The case describes a dilemma that L Medical Equipment Company’s manager, Mr. J, faces choosing between direct sales and sales agency in the background of China’s reform in the healthcare and medical equipment industry. The case aims to help students understand the differences between direct sales and sales agency and therefore better comprehend the complexity of channel reform in the business world.

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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