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
Channels can be direct (firm sells to customers), indirect (through intermediaries), or hybrid/multi-channel, with omnichannel approaches
In practice, kanalledelse is a core aspect of marketing and supply chain strategy across many industries.