Debunking Conventional Wisdom in Retail

In the new retail paradigm of declining margins, manufacturers will be forced to change roles. They'll join the game as "reluctant disruptors," opening physical retail stores to stay competitive with the Amazons and Wal-Mart's of the world.

"That's where the most promising margins exist," said Mulpuru. "Manufacturers are often better suited to sell products than store associates, who may not be as well-trained or well-educated about the products that they're entrusted with evangelizing."