All partnerships require mutual trust.
A partnership within a distribution channel is particularly complex, since it involves coordinating the internal capabilities of multiple businesses with the needs of the distribution channel as a whole and with the expectations of end users. Companies in numerous industries, however, are proving that channel partnership is more than just a theory. They are forming true channel partnerships, which involves promoting open and direct dialog among key stakeholders in their distribution channel. The process brings together various channel members to help them agree on strategies and put systems in place for achieving those strategies. The primary goal of channel partnership is to increase the value customers receive, which in turn builds customer loyalty and improves profit for the entire channel.