As a general strategy for Phillips shavers, the company adopts a mass distribution multichannel strategy having its products on most global retailers’ shelves both in stores and online. No physical Phillips-owned stores were found which matches Phillips’s strategy to establish strong alliances with suppliers and retailers and outsourcing whenever possible. However, in terms of their direct distribution strategies eliminating intermediaries, Phillips has its own online stores in some country websites, and it doesn’t have a direct relationship between having that country among developed markets and being an emerging market. For example countries like Canada32 and Hong Kong33 didn’t have online store within their country websites.