The Hidden Cost of DTS - Strengthening B2B Relationships as a Strategic Alternative

Global brands adopting direct-to-consumer (D2C) sales often face challenges with established B2B relationships, as seen with Nike and "TechnoFab." D2C can lead to reduced retailer orders and increased wholesaler prices, harming brand visibility. However, by investing in distributor support and engagement, companies like TechnoFab can rebuild relationships and stabilize revenues.