Technology is the most continuously and rapidly changing aspect of the environment. Everyone could probably recite long list of technological advances that have occurred in his or her lifetime or even just during the past decade. The widespread use of laptop computers, Smartphone, GPS navigation system, and electronic books are some of the most obvious examples.
In the face of this rapidly accelerating technology, the channel manager has to sort out those developments that are relevant to this or her own firm as well as the participants in the marketing channel and then determine how these changes might affect the channels participants. This is not an easy task, nor one that can be precisely programmed. Technological changes, though continual, do not occur evenly or predictably over time.
While it is not possible to present a comprehensive list of technological developments impinging on the marketing channel, several are indicative of the kinds of advancements that should be watched carefully.