If it is hard for mutual fund executives to get a handle on the concept of e-wholesaling it may be because everyone has their own way of defining it. A recent joint report from Financial Research Corp. (FRC) and kasina, E-wholesaling: The Distribution Solution, emphasizes that there isn't one e-wholesaling solution. Each firm has to develop its own approach based on its business strategy.

Additionally, introducing e-wholesaling to a firm should not begin in the IT department. "E-wholesaling is about relationships, not technology," the report said. In time, technology will be replaced, but client relationships won't.

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