A distribution channel is not a pipe. It is a system of independent organizations, each with its own interests, capabilities, and constraints, that has to be designed, incentivized, and governed deliberately.

The Channel Advantage is a practitioner’s survey of the discipline behind developing and managing distribution channels: what a channel actually does functionally, direct versus indirect versus hybrid structure, designing around genuine customer need, channel economics, partner selection, power and dependence, conflict management, contracts and governance, omnichannel coordination, international distribution, supply