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Avoiding the pitfalls of channel management [global channel management]

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1 Author(s)

A key component to success for manufacturers in the global market is effective channel management. Creating a global channel management strategy begins with an overview of the specific country of interest's existing channel structure. Secondary research is critical for planning but the company must not leave their efforts at that level and just launch into a campaign to recruit resellers. They must get to the region or country as often as they can, staying months at a time, visiting each reseller and explaining what their manufacturing's core strengths are and how they fill a void in the existing market. This is only one strategy. In this paper, global channel management is discussed in detail.

Published in:

Manufacturing Engineer  (Volume:84 ,  Issue: 6 )

Date of Publication:

Dec. 2005-Jan. 2006

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