Misalignment Between Brands and Local Affiliates May Be Wasting Massive Amounts of Co-op Funds
by Noah Elkin
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National brands rely on a complex web of local affiliates for representation, distribution, and channel marketing and sales. In these sometimes shaky partnerships, it turns out that massive resources in the form of co-op and market development fund (MDF) programs often go unused or get misdirected, largely due to misalignment between brands and their affiliates.