Overview
If product is no longer king, what is? Companies like DellComputers, Lexus, Wal-Mart and Amazon.com have found phenomenalsuccess by coming up with the answer-channels. The channels bywhich goods are marketed and distributed have become the newdrivers of economic success. From these channels flow customersatisfaction, market share, revenue gains and profitability. It'snot so much what you sell today, but how you sell it. And there isno going back.
In The Channel Advantage, Booz?Allen & Hamilton consultantsSteven Wheeler an Evan Hirsh write about dozens of companies thathave excelled in this channel-driven economy. In one tellingexample, Wheeler and Hirsch analyze the great success of DellComputer. While Dell makes top-quality personal computers, it's thecompany's direct-to-customer sales channel that sets it apart. Bybuilding computers to order, Dell keeps inventory low, letsconsumers buy exactly what they want, and pushes prices down bycutting out the middleman.
The Channel Advantage examines today's "Channel Champions," thecompanies that have mastered this new environment. Wheeler andHirsh tell us how Lexus broke into the luxury car business byfocusing so intensely on customer service that dealers personallycalled up customers to report a product recall. The authors alsoexplain how the rise of Amazon.com represents the exploration of anentirely new channel: e-commerce via the Internet.
Wheeler and Hirsh, both partners at Booz?Allen & Hamilton, theleading management consulting firm, base their exploration andanalysis on real-world experience working with clients. They've notonly identified this change, they've lived-making The ChannelAdvantage a must-read for anyone who wants to understand what ittakes to thrive in today's channel-based economy.
In The Channel Advantage, Booz?Allen & Hamilton consultantsSteven Wheeler an Evan Hirsh write about dozens of companies thathave excelled in this channel-driven economy. In one tellingexample, Wheeler and Hirsch analyze the great success of DellComputer. While Dell makes top-quality personal computers, it's thecompany's direct-to-customer sales channel that sets it apart. Bybuilding computers to order, Dell keeps inventory low, letsconsumers buy exactly what they want, and pushes prices down bycutting out the middleman.
The Channel Advantage examines today's "Channel Champions," thecompanies that have mastered this new environment. Wheeler andHirsh tell us how Lexus broke into the luxury car business byfocusing so intensely on customer service that dealers personallycalled up customers to report a product recall. The authors alsoexplain how the rise of Amazon.com represents the exploration of anentirely new channel: e-commerce via the Internet.
Wheeler and Hirsh, both partners at Booz?Allen & Hamilton, theleading management consulting firm, base their exploration andanalysis on real-world experience working with clients. They've notonly identified this change, they've lived-making The ChannelAdvantage a must-read for anyone who wants to understand what ittakes to thrive in today's channel-based economy.
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