Most distribution channels are outdated and unwieldy, serving
neither customers nor channel partners adequately. Despite new
technologies that have streamlined many transactions and processes,
a general lack of leadership combined with flawed and deeply
ingrained structures make distribution channels exceedingly
difficult to change.
What companies need, says V. Kasturi Rangan, is a new approach to
going to market—"channel stewardship"—that simultaneously addresses
customers’ best interests and drives profits for all channel
partners. In Transforming Your Go-to-Market Strategy, Rangan shows
how any member of a distribution channel can adopt this role and
learn how to shape an effective, constantly evolving, and mutually
beneficial channel strategy.
This book outlines three disciplines that companies must master
to navigate the complex distribution environment successfully: map
the industry channel, build and edit one’s own channel continuously
to best serve customers, and align and influence one’s channel
value chain to ensure that all parties reap appropriate rewards.
Rangan also provides guidance on managing multiple channels,
integrating the Internet into a channel strategy, and overcoming
common barriers that impede transformation.
A fresh approach to designing and managing channels for the long
term, this book will help firms expand value for customers,
partners, and the bottom line.
關於作者：
V. Kasturi Rangan is the Malcolm P. McNair Professor of
Marketing at Harvard Business School.
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