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Complete Case details are given below :
Case Name : Competitive Advantage through Channel Management
Authors : Lauranne Buchanan, Carolyn J. Simmons
Discipline : Marketing
Case Length : 07 pages
Solution sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
This is a Thunderbird Case Study. This case provides a synopsis of three companies-Dell, Inc., IKEA, and Seven-Eleven (Japan)-that has developed a competitive advantage through channel management. Each case highlights the company's focus on customer relationships and how the channel is designed to maximize customer service. Examples illustrate how these companies think "outside the box" in their selection of channel partners and in the sequencing and assignment of the activities involved in product design, production, and transfer. They also illustrate how closely these companies work with their suppliers in order to coordinate activities and reduce channel cost. The net effect is a more efficient channel designed to serve the customer more effectively.
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