A plan for how a company will reach and serve customers through various distribution channels, including direct sales, retail partners, online platforms, or intermediaries. Determines the most effective pathways to deliver products or services to target markets.
'Channel' from Old French 'chanel' (water course) and 'strategy' from Greek 'strategia'. The metaphor of channels as pathways for goods emerged in early 20th century distribution terminology.
Channel conflict is one of the biggest hidden costs in business - when your direct sales team competes with your retail partners, everyone loses except your competitors. The best channel strategies create complementary rather than competing pathways.
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