When the brand holds a small relative share of the total market,the firm may have to offer extra incentives and inducements to wholesalers or retailers to achieve an adequate product availability.

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When a brand holds a small relative share of the total market, the firm may have to offer extra incentives and inducements to wholesalers or retailers to achieve an adequate product availability. This is because wholesalers and retailers may not prioritize stocking and promoting a brand with a small market share.

When the Brand Holds a Small Relative Share of the Total