Strategically employing natural channels in an era of global marketing Academic Article uri icon


  • Explores the natural channel phenomena, i.e. the local or national channel which has evolved to serve producer and consumer alike. Further, provides a descriptive construct which identifies the forces (or elements) which influence channel design. Contends that a thorough understanding (and use) of the natural channel would enable a firm to enhance its strategic competitiveness. Proposes a series of strategic managerial considerations which refocus channel design attention on the natural channel concept.

published proceedings

  • Journal of Marketing Practice: Applied Marketing Science

author list (cited authors)

  • Griffith, D. A., & Ryans, J. K.

citation count

  • 12

complete list of authors

  • Griffith, David A||Ryans, John K

publication date

  • December 1995