Rather than try to provide an answer to this question, I would
pose a different question:
"How can my company create the
future of its business, ensuring that its core competencies, products
and services all mirror a value-added marketing approach?"
We know what the past looks like, and we can't change it.
Conversely, however, although we don't know what the future
looks like, we do have the power to change it, to shape it,
indeed, to create it the way we want it to be. There are thousands
of such future scenarios currently being developed by
your competitors and mine. Our challenge is to create a
future for ourselves that is more meaningfully in touch with
what our customers demand, and provide it more quickly, less
expensively and with fewer mistakes than the other guys.
I've always maintained that channel partners (manufacturers,
dealers and distributors) are NOT customers. They
are partners. Their mutual goal is to provide value-added
products and services to customers : the end users. For
agrimarketers, this means the grower or the producer. Period.
this assertion, if I'm correct, means it's time in agribusiness for our distribution partnerships to craft cooperatively and jointly an actionable, sustainable way to deliver "value" as defined by their mutual customers and in a way that provides profits for all.