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Solving Channibalism: Embrace It, Then Trace It
Happy New Year, everyone! I have hopes for 2007. Maybe this year we'll finally solve the channibalism problem. Channibalism is the fear one channel will steal the customers of another. In some areas of the industry this problem has been solved, but in others it's still a persistent fear. Moreover, some parts of the supply chain (such as manufacturers) want to find ways to have an online presence but can't sell directly to consumers without endangering their current distributors. Today, we'll look at various scenarios in which channibalism rears its ugly head and how the problem is being, or should be, solved. The main way to solve channibalism (or any other customer behavior we fear) is to "embrace it, then trace it" (one of my mantras). Instead of fearing this customer behavior, find ways to enable it.
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