Sales & Marketing Insights: One Size Doesn’t Fit All.

New research reveals that retailers do not respond uniformly when brands begin selling directly to consumers. This article from Harvard Business Review explores how large, dominant retailers; especially those with significant market share and diverse product offerings; tend to react less negatively to the introduction of direct channels. 

In contrast, smaller retailers, who may rely more heavily on individual brand relationships, are more likely to respond adversely, highlighting the importance of strategic consideration when brands explore direct-to-consumer approaches.