How To Avoid Falling Victim To The Retail Channel
05 Nov 2021
In the press
The ability of a major channel partner to take large volume or drive promotion-enabled revenue means that many consumer goods brand owners are finding themselves caught between a rock and a hard place. While they want to drive strategic growth, brand loyalty, and sustainability, the pressure to deliver short-term results sees them partner and incentivize the very same channel owners that represent a recognized potential threat to their own product and brand.
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