“There are many different ways to the consumer”

Executive Summary

Manufacturers are finding pathways to market their products directly to customers without going through the usual retailing channels. The success of this strategy creates yet another challenge to an industry already struggling to find stability. A key takeaway:

  • Products that found a large audience without going through a middleman range from fidget spinners to hoverboards and e-cigarettes.

DOI: 10.1177/237455680323.n6