Abstract

"Too often channel strategies develop at the last minute — when a product is ready to go to market. But this haphazard approach leaves a lot of efficiencies and synergies by the wayside, says V. Kasturi Rangan. Enter the concept of the "channel steward."

Key concepts

• Distribution strategies are often supplier-conceived methods to get a product to market, but these strategies fail to capitalize fully on channel partners or customers.
• A "channel steward" is a player in the chain who is best positioned to look out for the interests of all involved and devise a win-win strategy. (see 7Habits
• Distribution strategy needs the attention of high-level executives—not just a product manager (read: ProgramManager)
• Think of the Internet as a complementary go-to-market tool, not a total solution.

src: http://hbswk.hbs.edu/item/5459.html