| Summary: | Both the actual market flows and dynamiting of power ratios bring about the revolutionary changes within the marketing strategies and basic management approaches, while completely deranging the traditional value system (i.e. system established through marketing channel members' interaction). What is being altered are the market performance patterns, channel communication standards, and forms of institutional pressure manifestation toward the remainder of members which is being performed by the institution with highest economic and negotiating power. Retail company becomes the leader in development of break-the-rule strategies as well as the mutual revolutionary and innovational processes in marketing channel functioning. The final objectives of initiation of co-revolutionary retail strategy with the remainder of marketing channel members are identification and removal of all non-efficient points in the process of development and the process of adding value at all levels of distribution. In addition, these goals are the advanced management of supply chain and integration of consumers with appropriate marketing channel on a long-term basis.
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