The focus of each of these studies with respect to the measures of the independent anddependent variables provided room for wider study of channel strategy and marketing performance measures. Odigbo et al. (2015) focused on availability of storage and transportation facilities as strategies to make yam farmers to produce more and meet the demands of the Market. Yeboah et al. (2013) focused on the best distribution strategy among intensive, selective, exclusive and other factors that help firms to meet customer expectations with respect to delivery and service promises of the organization. Schoviah (2012) mass marketing, value marketing as distribution channel strategies and increased sales, market share, profits and response to market changes as firm's performance measures. Stock availability and distribution channels and sales figures were used to measure distribution performance respectively by Kafaeipour (2015). For distribution strategy and performance, Adimo & Osodo (2017) focused on market trend, different channels, intermediary, complementary firms, market share, sales revenue and customer satisfaction. Oladun (2012) based innovative distribution strategies on distribution process, product distribution, physical distribution management and performance on sales turnover, profitability, market share and return on investment. The basis of convergence in all areas of focus is the influence of distribution strategy on the performance of firms.
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