Multichannel Distribution Strategies in Latin America

Abstract

The process of designing and selecting distribution channels is challenging and it demands an in-depth understanding of the market. Leading firms competing in Latin America are exploring creative ways to effectively reach and efficiently serve each segment of the market. This paper characterizes the key drivers that shape the design and selection of sales and distribution channels. Based on a series of workshops and in-depth analyses from 14 enterprises and 35 distinct distribution schemes we identify key factors and propose a framework that characterize drivers currently used by Latin American companies to design distribution channel strategies.