“…Therefore, successful implementation of PRM can resolve this problem by building strong relationships between the manufacturer and the channel partners (Heide, 1994;Suh et al, 2005;Vlachopoulou et al, 2005). Reduction in cost, hassle-free communication, timely supply of products, product delivery in right quantity, good customer service, broad range of products and specialised products, etc., are some of the benefits which can be realised from PRM (Hu, 2011;Murtaza and Shah, 2004;Vlachopoulou et al, 2005).…”