Kanalledelse

Kanalledelse, or channel management, is the deliberate planning, design, execution, and governance of the pathways through which a company’s products or services reach customers. It encompasses the development and maintenance of distribution channels, including direct sales, wholesalers, retailers, franchising, online marketplaces, and other intermediaries, as well as the digital and physical logistics that connect them.

Key activities in kanalledelse include market analysis to understand customer access and channel potential, channel design and selection (determining the number of levels and the mix of direct and indirect routes), onboarding and relationship management with channel partners, and the setting of pricing policies, margins, and incentive programs to align incentives across channel members. Coordination of marketing support, training, and information sharing, as well as integration of information systems and logistics, are also central. Ongoing performance measurement is used to assess reach, service levels, sales, margins, market share, and partner satisfaction, driving adjustments to the channel strategy.

Channels can be direct (firm sells to customers), indirect (through intermediaries), or hybrid/multi-channel, with omnichannel approaches seeking a seamless customer experience across touchpoints. Governance mechanisms include contracts, exclusivity arrangements, conflict resolution, and data-sharing practices, aimed at balancing control with partner autonomy. Modern kanalledelse increasingly emphasizes digital channels, marketplaces, and data-driven optimization, while managing risks such as channel conflict, cannibalization, and brand dilution.

In practice, kanalledelse is a core aspect of marketing and supply chain strategy across many industries.