4. Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors, but your

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4. Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors, but your vice president of marketing has recommended adding a direct web-based distribution channel. As the CEO, you are concerned that this change will result in channel conflict. What are the benefits and drawbacks of this strategy? How do you think clients, wholesalers and distributors, and competitors will react if this strategy is implemented?

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