This case provides an overview of the three companies-Dell, Inc, IKEA, and Seven-Eleven (Japan), which has developed a competitive advantage through the management channels. Each case emphasizes the company's focus on customer relationships, and as a channel designed to maximize customer service. Examples show how these companies to think "outside the box" in their choice of channel partners in the sequence and purpose of activities related to product design, production and transmission. They also show how these companies work closely with their suppliers in order to coordinate activities and reduce the cost of the channel. The end result is a more efficient channel designed to serve customers more effectively.
This study Thunderbird Case. "Hide
Lauranne by Buchanan, Carolyn J. Simmons Source: Thunderbird School of Global Management 7 pages. Publication Date: August 30, 2004. Prod. #: TB0113-PDF-ENG
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