From Channel Diversity to Channel Strategy

Brent R. Keltner

Published 1999

The strategic design of sales and service channels has become a key determinant of competitive performance in an increasing number of industries. Based on data collected in thirty companies in a range of product and service industries, this paper presents a simple, three step method to help managers use their sales and service channels strategically. Step one of the method is to review existing channel options to select a set of channels with the functionality needed to fully meet target customers' requirements. Step two is to integrate the selected channels into a channel band strategy that brings a company's business strategy effectively forward into the marketplace. Step three is to develop techniques for proactively managing customers within and across channel bands.

Document Details

  • Copyright: RAND Corporation
  • Availability: Web-Only
  • Year: 1999
  • Paperback Pages: 21
  • Document Number: DRU-2165-NSF

Citation

RAND Style Manual
Keltner, Brent R., From Channel Diversity to Channel Strategy, RAND Corporation, DRU-2165-NSF, 1999. As of September 4, 2024: https://www.rand.org/pubs/drafts/DRU2165.html
Chicago Manual of Style
Keltner, Brent R., From Channel Diversity to Channel Strategy. Santa Monica, CA: RAND Corporation, 1999. https://www.rand.org/pubs/drafts/DRU2165.html.
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