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As a result of this lack of leadership, a channel and its norms become deeply embedded as the primary way of reaching customers. Even when a channel gets a leader, it is hard to facilitate change in an ingrained system that has evolved without guidance and has no inherent logic. So channel management is often cosmetic and rarely affects channel design, even though channel design often contributes to the problems that require managing...

So channel management is often cosmetic and rarely affects channel design, even though channel design often contributes to the problems that require managing.

Companies need a new approach to going to market?one that we call channel stewardship. Put simply, channel stewardship is the ability of a given participant in a distribution channel?a steward?to craft a go-to-market strategy that simultaneously addresses customers' best interests and drives profits for all channel partners...

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