ComStar, Reinventing The Channel

The case take the reader through the history of Comstar, specifically focusing on the development of the company’s channel sales organization. As the company’s channel grew by acquisition in terms of number of distributors and VARS, and the company’s product offering became increasingly complex, Comstar was faced with challenges around inventory management and linearity. The company was becoming increasingly insulated from its customers by piles of inventory in the channel and the company’s revenues were becoming less predictable.