Hatley ventured into the United States market, yet its vice president of operations confronted a perplexing dilemma without a clear solution in sight. The vice president grappled with the intricate challenge of harmonizing e-commerce and wholesale channels, particularly within the contrasting terrains of the US and Canadian markets. The United States mostly favoured a wholesale-driven model, whereas Canada preferred e-commerce. Additionally, Hatley had to address the issue of stagnation within its wholesale market in the United States. Despite maintaining consistent profitability, the wholesale sector exhibited limited signs of growth. This stagnant trajectory posed a significant obstacle for Hatley.
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