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TMC Audio Archive

Mary Abbazia, Instructor, Caltech IRC Strategic Pricing Course
Title: How Distribution Channel Development Shapes Product Strategy
With: Jim McWilson, Senior Vice President, Worldwide Sales, Printronix
Subject: The dynamics between distribution strategy and product strategy can be profound. Existing channels to market may demand new products simply to fill out a line even if there is no opportunity for competitive differentiation. On the other hand, some new product opportunities absolutely can not be sold effectively through existing sales channels. Chris Halliwell, TMC Director, interviews a senior sales and marketing executive on how the needs of sales and whole product partners affect product strategy.