Managing Hybrid Marketing Systems¶
Moriarty, R. T., & Moran, U. (1990). Managing Hybrid Marketing Systems. Harvard Business Review.
Cited by¶
1 citation across 1 artifact.
Domain-specific¶
- Channel Conflict
- Manufacturer-launched DTC e-commerce — a CPG, electronics, or apparel brand opening its own storefront and colliding with big-box, department-store, and specialty retail, the canonical case being Nike's 2017–2022 wholesale retrenchment. Auto manufacturing vs. franchised dealers — direct-sales models structurally incompatible with the franchised-dealer system (Tesla's state-by-state legal battles), where the intermediary's retaliation ran through the regulatory domain. Enterprise software vs. value-added resellers — a self-serve or cloud edition collapsing the lead flow of the VAR ecosystem that wrapped implementation services around the on-premise product (SAP's VAR network during S/4HANA Cloud)
Supported in partVerified against the publisher's abstract
“companies today are increasingly adopting arsenals of new marketing weapons to use with different customer segments and under different circumstances”
- Manufacturer-launched DTC e-commerce — a CPG, electronics, or apparel brand opening its own storefront and colliding with big-box, department-store, and specialty retail, the canonical case being Nike's 2017–2022 wholesale retrenchment. Auto manufacturing vs. franchised dealers — direct-sales models structurally incompatible with the franchised-dealer system (Tesla's state-by-state legal battles), where the intermediary's retaliation ran through the regulatory domain. Enterprise software vs. value-added resellers — a self-serve or cloud edition collapsing the lead flow of the VAR ecosystem that wrapped implementation services around the on-premise product (SAP's VAR network during S/4HANA Cloud)
Verification¶
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