Socio-distribution Network Analysis: an Exploratory Study of Indonesian Magazine Distribution Channel
Abstract: Indonesian magazine
business is characterized by high distribution cost, which constitutes of
60%-70% of the overall enterprise cost. This study aims to investigate the key
agents who play significant roles to the distribution coverage in Indonesian
magazine market, using social network analysis perspective. Data of 90 agents
were collected from five respected publishers of four different major cities.
Using 'roster recalls method', within 16 months period, 90 agents were
interviewed by six field researchers, concerning their
social relationship, family
relationship, professional/working relationship
with other agents. The study
found that there are six key agents whose networks will be able to penetrate
the Indonesian magazine market. By using only the identified key agents,
publishers estimate that 31%-41% of distribution
cost could be
saved. Future related
researches are also
suggested in the
final conclusion.
Author: Oki Sunardi, Jann
Hidajat Tjakraatmadja
Journal Code: jpmanajemengg120014
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