Traditionally, distribution channels can be seen as vertical marketing systems, where the responsibility was transferred from one layer to the next, as the transfer of the baton in a relay race. Distribution channels in the future is likely to look more like a horizontal alliances of suppliers and middlemen, all with the goal of effective and efficient solutions to real customer needs. These transitions, driven by fundamental changes in the economy of production and distribution, lead to different trends in the distribution industry. This note focuses on three main areas: hybrid channels, multiple channels, and shorter channels. After becoming acquainted with the problems managers face as they reorient their distribution highlights the impact of such changes on the supplier-intermediary relationship. "Hide
by V. Kasturi Rangan 12 pages. Publication Date: 09 May 1994. Prod. #: 594118-PDF-ENG
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