Price War can kill you margins
High competition in Internet era gives Brands not only opportunities but also poses new risks. In today’s reality one highly visible channel partner not on-boarded properly to Brand’s pricing policy can spoil new products launch by starting price war and bringing margins of new product-lines down to zero.
Few negative reviews on highly popular website can break carefully built Brand’s image.
This days Brands need to react much faster and build coalitions with retailers to defend everyone’s margins.