Report

How Brand Manufacturers Can Manage Messy Online Marketplaces

Marketplaces Have Gray-Market Risks; Governance Strategies Are Crucial

June 18th, 2021
With contributors:
Fiona Swerdlow, Taylor Hansen

Summary

Brand manufacturers are investing in marketplaces, attracted by their fast growth, global reach, and regional prominence. However, marketplaces also pose challenges, including counterfeits, gray markets, and a lack of consumer data. Brands can take control of their marketplace identities with actions such as taking a more nuanced approach to marketplace relationships, bolstering direct-to-consumer (DTC) sales, and using e-control.

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