Title of Article
Peek-a-Boo Finding and connecting with your customers
Writer of Article
Piercy, Nigel F.; Cravens, David W.; Lane, Nikala Journal Name -issue no- date- page numbers
Summer2010, Vol. 19 Issue 2, p18-24, 7p, 2 Color Photographs, 1 Diagram The objective of the article
This article concerns about the need of developing the traditional channel of companies and discusses importance of new value chain reinvention for the new perspectives of strategies. Main discussions
When deciding new value chain reinvention, company should think all the aspects of the building new channel such as post-recession customers, unbalanced power in channel, brands, competitive advantages, and priorities.
There is no doubt that changing the traditional channel increases the efficiency of managing the channels of companies. For instance, they can contact their client easily, and decrease the intermediaries. This provides an increased gain of both customers and companies. Companies can get the feedbacks from customers directly; clients can get rid of paying commission to the intermediaries.
This decision affects the brands’ overall strategy, thus when deciding a new channel, executives should take considerations all the aspects of them deeply. Example while company becomes closer to the customers, they will face to the cost of stock control.
My comment:
At 21st century, companies always change their strategies according to the customers’ expectations. Sometimes using traditional channel is insufficient to meet the expectations of this century’s clients. Companies should analysis their own situations deeply, and adjust the new strategies.
