When Benetton,the Italian sportswear designer and manufacturer,decided to open its own specialty shops to sell its merchandise,the firm was engaging in

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Vertical channel integration refers to a situation where a company engages in a distribution channel that includes ownership or control over more than one step in the production or distribution process. In this case, Benetton is opting to open its own specialty shops to sell its merchandise, indicating that it is vertically integrating its distribution channels.

When Benetton,the Italian Sportswear Designer and Manufacturer,decided to Open Its