July 12, 2013: HARDI Foundation Launches New Research Effort
Research Will Address Making New Markets and the Demand Creation Role of the Distributor
COLUMBUS, Ohio — The Heating, Air-conditioning, and Refrigeration Distributors International (HARDI) Education & Research Foundation has announced the kickoff of a new research project to study and define distributors’ role in the demand creation process. Michael Marks, managing partner of Indian River Consulting Group, and his team have joined the HARDI Foundation to lead this research effort, the results of which will be presented this December at HARDI’s Annual Conference in Phoenix, Dec. 7-10, 2013.
The research will address questions for distributors and manufacturers on making new markets and the demand creation role of the distributor. “If you want to make a market what impact does that have on both cost and margin?” asked Marks. “It’s about the economics.” Marks and Indian River Consulting Group will conduct primary and secondary research, and develop an analytical framework for evaluating channel performance and effectiveness. “Market share gains are essential to manufacturers so what exactly does it take for distributors to satisfy those needs? That is the core question this research project will tackle,” said Emily Saving, HARDI’s director of education and research foundation.