Danger Ahead?
Though increasing in frequency, the threat of direct sales might be less than expected.
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Direct selling, where suppliers jump your spot in the supply chain and sell directly to your customers, has always been an issue in the industry. But it’s also been an issue prone to prediction and supposition, with many industry insiders trying to guess how and when it’s going to escalate—and how much it’s going to affect the industry. Whether it’s a more sophisticated and e-commerce-enabled Internet or a younger generation accustomed to buying and searching for information online, there are several social and technological factors many suspect are making direct selling more common. But, is that the case? And if direct selling is increasing, is it actually a threat to your business?
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Michael Cornnell
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