Managing Multichannel (yes, MULTI!) Distribution
Kusum L. Ailawadi, Dartmouth College
While omnichannel is all the rage today, it does not supersede multichannel as a concept. From the perspective of upstream suppliers, multichannel issues are still the dominant concern. That is where conflict with channel partners develops. Kusum Ailawadi will present metrics, tools and frameworks for managing multichannel distribution and illustrate applications with case studies she and her co-author have developed.
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