Abstract This study proposes to explore the positive and negative effects of different distribution channeling strategies. The continuous evolution in income distribution, consumption patterns and legal and political systems necessitates new channeling strategies which will meet both firm's and customers' needs. As new market opportunities arise, the firms must be flexible enough to adapt to the ever-changing market and consumer behaviour. Thus, there is a need to provide such firms with an array if choices on channeling strategies that they can utilize in order to achieve a competitive advantage. The results that will be acquired in this study may prove that the best channeling strategy for firms are those that are flexible in nature or can be customized. This will have significant contribution on choosing the most appropriate channeling strategies for firms that would maximize their revenue and reduce...