Via International - Channel Strategy

Search:

Pre-order the new book written by our Chairman, Julian Dent:

Distribution Channels- Understanding and Managing Channels to Market

Published by Kogan Page in August this year

FOCUS AREAS

> Channel Strategy

> Channel Management

> Channel Economics

> Channel Compensation

> Channel Trends

> PRM

> Account Management

> Skills & development

> Customer focus

> Marketing & brand management

> Retail channels

> SMB Channels

> Legal & regulatory frameworks

FOCUS AREAS ~ CHANNEL STRATEGY

VIA has developed channel strategies across a wide range of sectors to address the business objectives of its clients. These have included the emergence of new channels, the need to take new products or services to market, responding to competitor threats and addressing new customer segments or requirements. The lessons from many of these projects are captured in the articles below. To find out how VIA can help you gain competitive advantage from your channel strategy, contact Guy Swarbrick on +44 207 585 3399 or gswarbrick@viaint.com.

Articles

How to measure and master mindshare
Max Hotopf
A revolutionary new idea allows suppliers to accurately assess and improve their mindshare with intermediaries.

Winning Partner Mindshare
Max Hotopf
Many suppliers struggle to win the participation and involvement of their intermediaries. We report from the Routes To Market Association conference on how best to win their hearts and minds

Making a multi-channel strategy work
Max Hotopf
We case study how John Deere sells through a big retailer, as well as its dealer chain. How did Deere remove the conflict? We talk to Cheryll Pletcher, director, channel marketing, and David Jeffers, manager, retail brand experience, of John Deere’s Commercial and Consumer Division.

The long view
Julian Dent
How much time do you spend on long term projects – on stuff which might take a couple of years to plan, implement and start to pay back? In general, the more senior you are, the more time you will spend on lengthier time horizons. But I find the answer varies a lot from individual to individual, as well as from industry to industry.

Louis Stern, Kellogg School of Management: Dealing with justice
Max Hotopf
Louis W Stern, Professor Emeritus of Marketing at the Kellogg School of Management at Northwestern University, is one of the fathers of modern channel theory and practice. Over his forty years as an academic, he has consulted to a plethora of blue chip companies including IBM, Roche, ExxonMobil, Ford and HP. He is co-author of Marketing Channels, the leading textbook on routes to market. Routes To Market editor Max Hotopf talks to him about what justice really means in channel partnerships, how to segment customers and the dangers of focus groups....

Routes to market are the new key to differentiation
Julian Dent
What will be the single most important source of competitive advantage in FMCG, pharmaceuticals and financial services over the next five years? A few years ago manufacturing efficiency, brand strength and research and development would have headed the list.

What does channel academia offer to industry?
Max Hotopf
Ideas from channels academia can have huge resonance for industry practitioners. Yet few channel managers can name a single channels academic. We look at who they are, and how their work influences industry.

Killing three routes to market myths
Max Hotopf
We review a book which challenges much of the received wisdom in routes to market, including the three myths behind most RTM strategies. Managing Business Relationships should be compulsory reading for anyone active in the field.

How to formulate successful channel strategy
Max Hotopf
Few companies sit down and think through their channel strategy from first principles. Yet this approach offers huge benefits. It makes it far easier to recruit and manage the right partners and so to reach the right customers. Guy Swarbrick, a director at VIA International, explains how he goes through the process.

Moving direct accounts to partners
Rosemary Wyatt
What is the best way to transfer direct accounts to your channel partners? Here is some advice to a large software vendor that is struggling to get its partners to take over properly.

Privacy | Terms & Conditions | Article Listing