Sunnyvale, Calif. Marking a significant change of its distribution channel strategy, Maxim Integrated Products has selected Avnet Electronics Marketing, an operating group of Avnet, Inc., as its first global distributor of its analog and mixed signal integrated circuits, extending its agreement with the global distributor. Avnet will provide design chain and supply chain services.
Maxim selected Avnet for several reasons its global reach, advanced supply chain capabilities, in-depth technical capabilities and broad sales resources. "Maxim is embracing the distribution channel for its demand creation capabilities for the first time," said Matt Murphy, Maxim's vice president of worldwide sales, in a statement.
Previously, Maxim used a variety of independent distributors to service a broad segment of the company's customers. This new focused and collaborative agreement with a global distributor represents a significant change of direction in the company's marketing and distribution of its products, said Maxim. The new global agreement will also give Maxim access into a new account base.
Both companies will be sharing marketing resources and conducting joint merchandising programs, which will include technical training for Avnet's field staff and working together to facilitate new design and demand creation.
As Maxim transitions to the new partnership, Arrow Electronics will cease to be a franchised distributor of Maxim's products, said the company. The IC manufacturer said it will continue to streamline its distribution channel.