Working Papers

Channel Partnerships: A New Approach to Streamlining Distribution

Robert D. Buzzell and Gwen C. Ortmeyer

Jan 1, 1994

Examines partnerships between retailers and their suppliers, considering such issues as the key features of channel partnerships, the changes that must be made in traditional merchandising and distribution systems to gain the benefits of channel partnerships, the impact of partnerships on performance, and the requirements for forming and maintaining partnerships.

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