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Getting Multi-Channel Distribution Right
by Kusum Ailawadi & Paul W. Farris
Published: 2021
Recommended by Books of the Channel
Categories: go to market, partnerships
Why should you read it?
Because it tackles one of the trickiest parts of ecosystem strategy: channel conflict. If you're managing partners and constantly running into issues with direct sales teams, overlapping motions, or channel friction, this book helps unpack the structural reasons why those tensions exist — and how to fix them. It also provides a solid framework for thinking about segmentation, channel mix, and incentive alignment, all of which are crucial for any partner program aiming to scale without imploding.
What is the book about?
Getting Multi-Channel Distribution Right focuses on one of the most complex challenges in modern commerce: managing multiple sales and distribution channels without cannibalization, conflict, or chaos. The authors — both respected academics with deep ties to industry — explore how companies can design channel strategies that align with customer expectations while still protecting margin and brand integrity. Real-world examples include companies like Nike, Apple, and Dell, who've had to carefully balance direct-to-consumer efforts with reseller, distributor, and retail channels in an increasingly omnichannel world.
Best takeaway
Ailawadi and Farris highlight that the problem isn't having too many channels — it's failing to clarify each channel's role. Companies that succeed in multichannel environments don't avoid overlap entirely; instead, they define clear rules of engagement, value propositions, and pricing policies for each route to market. For partner professionals, that means advocating for better segmentation and ensuring that internal and external stakeholders understand who owns what — and why. Clarity, not control, is the key to harmony.
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