Channel partnering

Channel partnering creates opportunities for companies to concentrate their activities to lesser core competencies. However, there are a few risks:

1. Risk of inconsistency
   1. The customer expects a consistent offering. When a supplier join forces it becomes more difficult to offer a consistent Customer Value Proposition
2. Risk of competence leakage
   1. The interactions between personel of the partner and the company may result in competence leakages.
3. Risk of appropriability loss
   1. An important question is whether the manufacturer or the distributor owns the end customer?