The potential impact of emerging communications technologies on distribution channels

Emerging communications technologies, especially those which allow manufacturers to deal directly with ultimate consumers, are likely to have a major impact on traditional distribution channels. Given that there are certain functions which must be performed in the marketing process, the emerging communications technologies may encourage the shifting of some functions back to manufacturers and others forward to consumers. Such shifts may lead to less need for certain middlemen and an expansion of direct marketing activities by some manufacturers. Recommendations are proposed for ways in which channel members might respond to such changes.