Under conditions of market saturation and intensifying competition traditional schemes of material incentives in distributor networks lose their effectiveness. The management of geographically distributed partner teams requires a shift from one-off transactions to strategic partnership, at the center of which is a system of non-material motivation. The aim of the study is to conduct an analysis of methods of non-material motivation in the management of regional distributor teams. The methodological basis consists of a systems analysis of specialized publications in the field of distribution channel management and organizational psychology, supplemented by techniques of conceptual modeling. The theoretical foundation chosen is the self-determination theory (Self-Determination Theory), adapted for the B2B context. The achievement of the research is the proposal of an authorial vision of the motivation synergy matrix — a tool that allows flexible combination of elements of non-material stimulation (recognition, professional development, provision of autonomy, increased engagement) depending on the maturity level of the distributor and the characteristics of the regional market. The results of the conducted study demonstrate that application of this matrix approach increases the distributor loyalty index and their activity in promoting new products compared to universal motivation systems. It is concluded that personalized non-material motivation acts as a key factor in the formation of sustainable and proactive distributor networks. The information presented in this study will be of interest to heads of sales and marketing departments, specialists in the development of partner programs and researchers in the field of sales management.

non-material motivation, distributor management, regional teams, distribution channel, self-determination theory, partner loyalty, engagement, strategic partnership, motivation matrix, non-financial incentives

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