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Principal-Channel Alignment Spectrum
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Principal-Channel Alignment Spectrum

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  • 1. Principal-Channels Alignment Spectrum (A model describing relationship among principal (producer) and channel partners in their value chain) COLLABORATION SPECTRUM Transactional Partnering Fully-integrated DMS : Differentiation-Marketing Mix-Selling Strategic (Maximum Control) BSP : Brand-Service-Process STP : Segmentation-Targeting-Positioning Joint Strategic Value Planning aligning STP Value-chain COHESIVENESS Value Value ORIENTATION SPECTRUM aligning Interfacing decoupling SPECTRUM BSP Channel Value Cooperating decoupling DMS Stand-alone Tactical (Minimum Control) “Marketing to” “Marketing with” COMMITMENT SPECTRUM *Yuswohady - MarkPlus Institute of Marketing (MIM)

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