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Essay text:
Powerful channel members routinely impose their will; weaker participants suffer along because they see no way out; and customers . . . ? Despite much talk of customer-focused companies, customers are often ignored when it comes to distribution.
Most participants agree on the problem, but solutions have been elusive. From our decades of research, teaching, and working with top managers of companies that have tried to improve their go-to-market strategies, we have learned that almost everyone agrees it is difficult to effect significant change in distribution channels. Even though technology has made access to customers easier, transactions faster, and business processes more integrated, distribution channels tend to exhibit a strong inertia...
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