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)