When the rapid adaptation of sales channels pays off

Greater agility in the sales system—that is, a company's ability to rapidly adapt its sales channels to changing market conditions—is associated with higher operating profit, but only under certain conditions. That is the result of an observational, survey-based study involving 356 predominantly European companies carried out by retail and marketing experts from the University of Cologne, the École des hautes études commerciales Paris (HEC Paris), the University of Mannheim and the University of Manchester.