Who is the dominant and controlling member of a marketing channel?

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The channel captain, also known as the channel leader or the dominant member, is the organization or member of a marketing channel that wields the most power and control over the other members. They are responsible for coordinating the activities of the other members and making sure they are all working towards the same goal. The channel captain is usually the manufacturer or producer of the product being sold, but it could also be a powerful retailer or wholesaler.

Who Is the Dominant and Controlling Member of a Marketing