57 This study proposes a distribution channel strategy model based on the notion that distribution channel strategy is the basic determinant of distribution channel performance which may lead to firm’s success. Its major objective is to assist manufacturers in making effective decision on distribution channel strategy. The proposed model integrates two strategic components: a) distribution channel selection the manufacturer’s choice of distribution intensity, channel location characteristics, channel control and b) distribution channel management’s the channel service quality as to product and as to people. The model proposes how the two strategic components affect distribution channel performances that finally lead to firm’s success https://jbrmr.com/details&cid=57 https://jbrmr.com/cdn/article_file/2018-12-20-21-23-51-PM.pdf Volume 03 Issue 1 8 2008-09-01 2012-02-27 no Strategic Distribution Potentiality Firm’s Success none 1463182 59 0 Dr. Supathanish Termsnguanwong Business Administration Faculty, Payap University