The channels manager: Now,soon or never?

This paper examines the adoption and viability of the channels manager concept in large manufacturing organizations. Results of a survey indicate that only 14 percent of respondents have a channels manager position within their companies. However, these respondents from companies with a channels manager position strongly support the establishment of the position within their own company and within other large companies. Among all respondents, executives tend to reject the need for a channels manager position within their own organizations, and estimate that the likelihood of implementation of the position within their company is low. The major impediment to implementation is concern about proliferation of organizational positions and cost of implementation. The study indicates that the channels manager position is still more a concept than a reality. However, favorable views of those respondents representing firms with a channels manager position suggest the concept does have potential value in certain types of companies.