Background Note | HBS Case Collection | October 1989 (Revised November 2006)

Channel Management

by Frank V. Cespedes


Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3) major factors that affect producer-reseller relations, and 4) a framework for analyzing common trade-offs between control and resources in most distribution systems.

Keywords: Marketing Channels;


Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, October 1989. (Revised November 2006.)