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.
Keltner, Brent R., From Channel Diversity to Channel Strategy. Santa Monica, CA: RAND Corporation, 1999. https://www.rand.org/pubs/drafts/DRU2165.html.
Keltner, Brent R., From Channel Diversity to Channel Strategy, RAND Corporation, DRU-2165-NSF, 1999. As of November 29, 2023: https://www.rand.org/pubs/drafts/DRU2165.html