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MIT
Massachusetts
Institute of Technology
Summer 1997
Volume 38
Number 4
Erin Anderson,
George S. Day &
V. Kasturi Rangan
Strategic Channel Design
Reprint 3845
This document is authorized for use only by Huilin Wang in Channel & Distribution Strategy taught by Christine
Schaaf from January 2013 to March 2013.
For the exclusive use of H. WANG
Strategic Channel Design
Erin Anderson • George S. Day • V. Kasturi Rangan
When choosing distribution channels,
companies need to rely on design
principles that are aligned with their
overall competitive strategy and
performance objectives.
A
ccelerating technological change, heightened
marketplace demands, more aggressive global
competition, and shifts in the workforce and
population demographics are affecting distribution
channels, forcing companies to reconsider fundamental assumptions about how they reach their markets.
The magnitude of change demands a strategic perspective that views channel decisions as choices from a
continually changing array of alternatives for achieving
market coverage and competitive advantage — subject,
of course, to the constraints of cost, investment, and
flexibility. Tactical responses, based on maintaining
power balances, managing conflicts, and minimizing
transaction costs to pursue greater efficiency, will not
suffice.
Changes in distribution channels come slowly, partly because the inherent complexity of the many links
that connect value-adding functions in a channel obscures the need for change. Distribution channels are
also dauntingly rigid and stable because of powerful,
persistent inertia. Faint-hearted managers, unwilling to
disrupt existing channels and incur predictable shortrun costs for less certain gains from a new configuration or approach, may become discouraged, resulting
in a growing mismatch between the firm’s overall strategy and its means of distribution. Our main premise is
that the pressures for change are...