The rapid evolution of technologies gave rise to numerous innovative strategies used by modern companies to attain a competitive advantage and increase their efficiency. A hybrid distribution strategy is one of them. The given system could be described as a multi-channel arrangement in which other channels are linked together to perform a number of distribution tasks. Besides, it means that in case the given approach is explored, more than one distribution channel exists. It results in the increased diversity and flexibility of certain companies as they become able to respond to current customers demands and introduce new goods obtained from different suppliers and channels. At the moment, the given tendency could be considered very popular as it is explored by the majority of leading companies that tend to be prosperous and beneficial.
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The popularity of the strategy could be explained by numerous benefits that come from the exploration of the approach. First of all, hybrid channels could help to adapt to rapidly changing customers needs and shopping patterns. Moreover, in case a company has a broad product line, the usage of the hybrid distribution strategy might help to satisfy all diverse needs. Additionally, companies with high manufacturing capacity could use new outlets to sell their products. Finally, it might result in the acquisition of significant competitive advantage and improved competitiveness, which is extremely important for any business venture. However, there are also several challenges. The first one is the increased probability of the internal conflict between such company recourses as capital, personnel, products, and technology. Moreover, diverse tasks of different channels could confuse individuals and precondition the appearance of the internal conflicts over customers and internal hybrid conflict.