Overcome the B-to-B E-Commerce Challenge by Thinking B-to-C

Creating channel harmony requires a balancing act, built upon consensus and trust among participants in a fully transparent environment that allows them to understand the complete channel ecosystem and their role within it. It also requires a clear understanding of customer segments and how the company's offerings align with those segments. With trust and consensus throughout, a number of workable channel approaches can yield bona fide B-to-B e-commerce success. Some of these approaches include the following: