From Channel Diversity to Channel Strategy

by Brent R. Keltner

Download Free Electronic Document

FormatFile SizeNotes
PDF file 1.4 MB

Use Adobe Acrobat Reader version 10 or higher for the best experience.

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.

This report is part of the RAND Corporation Draft series. The unrestricted draft was a product of the RAND Corporation from 1993 to 2003 that represented preliminary or prepublication versions of other more formal RAND products for distribution to appropriate external audiences. The draft could be considered similar to an academic discussion paper. Although unrestricted drafts had been approved for circulation, they were not usually formally edited or peer reviewed.

Permission is given to duplicate this electronic document for personal use only, as long as it is unaltered and complete. Copies may not be duplicated for commercial purposes. Unauthorized posting of RAND PDFs to a non-RAND Web site is prohibited. RAND PDFs are protected under copyright law. For information on reprint and linking permissions, please visit the RAND Permissions page.

The RAND Corporation is a nonprofit institution that helps improve policy and decisionmaking through research and analysis. RAND's publications do not necessarily reflect the opinions of its research clients and sponsors.