Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors, but your vice president, 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?

Your small orthopedic implant company has traditionally distributed its products through wholesalers and distributors, but your vice president, 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?Respond to at least two other learners. Your responses to other learners are expected to be substantive in nature and reference the assigned readings, as well as other theoretical, empirical, or professional literature to support your views and writings.If possible, use the following guidelines to create your responses. If there are no posts that would work for each guideline, you may use the same guideline for both responses.