Summary
The rise of direct-to-consumer (D2C) selling models challenges traditional sources of competitive advantage for consumer-packaged goods (CPG) brands. Key elements of D2C sales — collapsing barriers to entry, increased influence of digital media on consumer purchases, and the fragmentation of taste and preference — jeopardize scale and brand loyalty advantages. This research shows application development and delivery (AD&D) pros in CPGs how to capitalize on the new opportunities of direct to consumer commerce.
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