Presentations

Get Multichannel Distribution (Approximately) Right

Kusum L. Ailawadi, Dartmouth College

With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business. Channel partnerships, product lines, pricing, and promotional incentives all naturally trend toward more complexity. Kusum Ailawadi will present seven pointers for navigating this complexity spanning metrics, tools, and a couple of cautions.

Related Conference

Spring 2019 Trustees Meeting: Right Channel, Right Content, Right Time

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