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Forrester: More Manufacturers To Go Online To Sell Directly In ’07

Written by Evan Schuman
February 23rd, 2007

For years, manufacturers have avoided the direct-to-consumer E-Commerce route to avoid channel conflict, fearing that if they started taking revenue away from their retail sales partners, their partners would resist.

A new Forrester Research report sees that trend reversing this year, citing Apple Computer's AppleStores and Callaway Golf as good examples. Callaway Golf, the report pointed out, "collects orders on its Web site but then has one of its retailers that carries the item fulfill the order for customers. This is a win-win-win for the manufacturer, the retailer, and the customer." To read the full story,

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