Channel Surfing: The Challenge and Opportunity of Channel Management in a Networked World

Channel Surfing: The Challenge and Opportunity of Channel Management in a Networked World

Jonathan W. Palmer (College of William & Mary, USA)
DOI: 10.4018/978-1-59140-629-7.ch022
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Abstract

The chapter describes opportunities in channel management at multiple levels, including customer-focused channels providing capabilities in managing customer contacts, sales, and service, as well as procurement and distribution channels. Examples are offered from the U.S. Government’s Federal Supply Service, UPS, FedEx, Staples, and PBM Plastics. This chapter summarizes the channels and suggests some likely scenarios for the future, including electronic marketplaces with agents, the evolution of mobile technology, wearable technology, and location-based services. The ability to mix old and new systems and to accommodate legacy as well as recently introduced system components is crucial for success. Perhaps as importantly, the ability to rearrange and reconfigure supply chain channel elements is critical to designing an agile and flexible channel management solution.

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