Management & Methods
The Lifeline and Ecosystem Lines of Channel Digitalization
Channel digitalization is a hot topic in the FMCG industry, where the debate has shifted from whether to do it to how to do it. Executives aspire to it and demand their teams achieve it, yet no one claims success or clearly explains the method. As a practitioner in digitalization for several leading brands, I share insights from the brand's perspective, emphasizing the importance of distinguishing between the lifeline and ecosystem lines of channels to adopt the most suitable approach.
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