Explain the need to examine and adjust the balance of the gives&gets in channel partner relationships

What will be an ideal response?

To sustain or enhance high levels of channel performance, business market managers must periodically examine and adjust the balance in partner firms' gives & gets. Gives are the specific investments and resources a firm contributes, such as knowledge, personnel, fixed assets, and cash. Gets, on the other hand, are the specific gains a firm receives, such as greater expertise, enhanced capabilities, and additional profits. It is here that disconnects often occur; what one channel member thinks it is giving to a partner firm is significantly different from what that partner perceives it is getting.