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An Idea A Day by David Thompson

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STRATEGY

BUILD A NEW DISTRIBUTION CHANNEL

Jim Blythe

SOMETIMES DISTRIBUTION CHANNELS are so tied up by existing companies it is difficult (even impossible) to get a product to market. Even when retailers can be identified, often part of the chain is contracted to some major supplier who blocks the distribution at the wholesale stage.

For small companies in particular, finding a route to market can present a major challenge: often the big boys are not interested unless there is a fairly substantial financial commitment in terms of renting shelf space or supplying large amounts of product on extended credit.

The idea

When Red Bull was first launched ...

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