Journal of Intelligent Strategic Management

Journal of Intelligent Strategic Management

Implementing a Mixed Distribution Channel Strategy in the Beverage Industry

Document Type : Original Article

Authors
Reza Abbaszadeh 1
Ehsan Ahad Motlaghi 2
Seyed Moosa Khademi 2
Hamid Reza Vaziri Gohar 2
1 PhD student, Payam Noor University, Tehran, Iran
2 Assistant Professor, Department of Management, Payam Noor University, Tehran, Iran
bumara.3.2.11235564.358.32719
Abstract
The aim of this study is to identify and explain the pattern of strengthening mixed distribution channels in the Iranian beverage industry using a qualitative data-driven approach. Given the extensive changes in consumer behavior, the development of digital technologies, and the transformation in the market structure, understanding the dynamics of this phenomenon is essential for marketing managers and industry decision-makers. The statistical population of the study consisted of experts in the fields of marketing, sales, and distribution in the beverage industry, of whom 15 were selected for interviews using purposive sampling and the snowball method. The data were collected through semi-structured interviews and analyzed using the Strauss and Corbin three-stage coding method (open, axial, and selective). The research findings showed that causal factors including consumer behavioral changes, competitive market pressure, technological evolution, distribution network pressure, and changes in the macro business environment are the basis for the emergence of mixed distribution channels. Also, background conditions such as the structure of the beverage industry, the cultural and social characteristics of consumers, the logistical and economic infrastructure, and the legal framework shape the environment for the realization of this phenomenon. At the same time, intervening factors such as government policies, economic conditions, consumer culture, and the level of innovation can play a facilitating or inhibiting role. In response to these conditions, organizations employ strategies such as designing the mix of sales channels, optimizing the supply chain, customer relationship marketing, innovation in the shopping experience, and strategic partnerships. Ultimately, these actions lead to outcomes such as improving market performance, improving customer experience, strengthening competitive advantage, developing organizational innovation, sustainability, and enhancing organizational capital. By providing a comprehensive model, this research provides valuable theoretical and practical insights for beverage industry managers to effectively design and manage mixed distribution channels.
Keywords
Database
Mixed Distribution Channels
Beverage Industry
Marketing Strategy
Competitive Advantage

Subjects

حسینی دهشیری سیدجلال الدین, امیری مقصود, الفت لعیا و پیشوایی میرسامان. (1401). طراحی شبکه زنجیره تأمین حلقه بسته کاغذسنگی با استفاده از برنامه ریزی محدودیت شانس انعطاف پذیر امکانی تصادفی استوار
حق شناس نصرآبادی، علیرضا و قاسمی یقین، رضا، (1403)،مدیریت ریسک و بهبود عملکرد در پایی ندست زنجیره تأمین با تمرکز بر کیفیت داده‌ها و شفافیت
دوکوهکی، فاطمه و ابراهیمی، ابوالقاسم و عسکری فر، کاظم. (1401).گلوگاه های کارکردی زنجیره تأمین دوسطحی عمده فروش- خرده فروش در کانال توزیع مواد غذایی
زبردست, م., حداد نارافشان, م., مهری, ش‌هابی و حسن. (1401). یک طرح آموزشی خودتنظیم محور برای توسعه درک مطلب و تمایل به پذیرش اشتباه در محیط های کلاسی حضوری و آنلاین.
گلچین زر، زهرا و استادی، بختیار و نیک بخش، احسان و اسماعیلی، مهدی،1403،شناسایی ریسک‌های مدیریت زنجیره تأمین: نگاشت آن مبتنی بر رویکرد فرایندگرا
باشکوه اجیرلو، محمد. (1399). شناسایی و بررسی الزامات شکل دهی ترکیب کانالهای توزیع چندگانه. پژوهش های مدیریت در ایران، 24 (2 )، 139-170
دیده خانی، حسین، مهرانی، هرمز، بدیعی، فرناز، و یوسفی کمیجانی، عارفه. (1398). طراحی الگوی ارزیابی و انتخاب استراتژی کانال‌های توزیع چندگانه در زنجیره تأمین صنایع لبنی- رویکرد تصمیم‌گیری فازی. پژوهشنامه بازرگانی، 23 (92)، 55-79.
Aldabous, J. (2024). Exploring the role and impact of social media in transforming supply chain dynamics within the food and beverage industry (Doctoral dissertation, Brunel University London).
Haseli, G., Nazarian-Jashnabadi, J., Shirazi, B., Hajiaghaei-Keshteli, M., & Moslem, S. (2024). Sustainable strategies based on the social responsibility of the beverage industry companies for the circular supply chain. Engineering Applications of Artificial Intelligence, 133, 108253.
Melkamu, M., & Atsegeba, B. D. (2025). INCREASE EFFECTIVENESS OF DISTRIBUTION SYSTEM IN BOTTLED MINERAL WATER INDUSTRY THROUGH REDUCING MAJOR CHALLENGES.
Ali, I., & Aboelmaged, M. G. S. (2022). Implementation of supply chain 4.0 in the food and beverage industry: perceived drivers and barriers. International Journal of Productivity and Performance Management, 71(4), 1426-1443.
Lopes, A. I. G., Andrade, E. L. G., & de Meneses, V. P. (2022). Analysis of Strategic Logistics Tools in a Beverage Distributor. Revista Interdisciplinar E Do Meio Ambiente (RIMA), 4(1), e144-e144.
Ailawadi, K. L., & Farris, P. W. (2020). Getting multi-channel distribution right. John Wiley & Sons.
Dairo, O. (2021). DISTRIBUTION STRATEGY AND PERFORMANCE OF SELECTED FOOD AND BEVERAGE FIRMS IN LAGOS STATE NIGERIA. UNIZIK JOURNAL OF ENTREPRENEURSHIP (ENTREP), 1(1), 62-79.
Emrouznejad, A., Abbasi, S., & Sıcakyüz, Ç. (2023). Supply chain risk management: A content analysis-based review of existing and emerging topics. Supply Chain Analytics, 3, 100031.
Hanaysha, J. R., & Alzoubi, H. M. (2022). The effect of digital supply chain on organizational performance: An empirical study in Malaysia manufacturing industry. Uncertain Supply Chain Management, 10(2), 495-510.‏
Khan, T., & Emon, M. M. H. (2025). Supply chain performance in the age of Industry 4.0: evidence from manufacturing sector. Brazilian Journal of Operations & Production Management, 22(1), 2434-2434.
Li, Q-H., and Li, B., Dual-channel supply chain equilibrium problems regarding retail services and fairness concerns, Applied Mathematical Modelling, 40, 7349-7367, 2016.
Nayal, K., Raut, R. D., Yadav, V. S., Priyadarshinee, P., & Narkhede, B. E. (2022). The impact of sustainable development strategy on sustainable supply chain firm performance in the digital transformation era. Business Strategy and the Environment, 31(3), 845-859.‏
UTAMI, P. (2023). Development of Market Distribution through Digital Marketing Transformation Trends to Maximize Sales Turnover for Traditional Beverage Products. Journal of Distribution Science, 21(8), 57-68.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2025). Omnichannel customer experience and loyalty in the food and beverage industry. Journal of Retailing, 101(1), 45–63. https://doi.org/10.1016/j.jretai.2024.12.005
Vitsentzatou, E., Tsoulfas, G. T., & Mihiotis, A. N. (2022). The digital transformation of the marketing mix in the food and beverage service supply chain: a Grey DEMATEL approach. Sustainability, 14(22), 15228.
Wang, F., Zhang, H., & Wang, J. (2024). Strategic behavior in multi-criteria sorting with trust relationships-based consensus mechanism: Application in supply chain risk management. European Journal of Operational Research, 321(3), 907-924.
Wang, X., & Kim, S. H. (2025). Omnichannel distribution and customer satisfaction in ready-to-drink beverages. International Journal of Retail & Distribution Management, 53(2), 221–239. https://doi.org/10.1108/IJRDM-01-2025-0032
Journal of Intelligent Strategic Management
Volume 3, Issue 4 - Serial Number 8
Winter 2025
Pages 371-400