Avoiding the pitfalls of channel management [global channel management]

A key component to success for manufacturers in the global market is effective channel management. Creating a global channel management strategy begins with an overview of the specific country of interest´s existing channel structure. Secondary research is critical for planning but the company must not leave their efforts at that level and just launch into a campaign to recruit resellers. They must get to the region or country as often as they can, staying months at a time, visiting each reseller and explaining what their manufacturing´s core strengths are and how they fill a void in the existing market. This is only one strategy. In this paper, global channel management is discussed in detail.