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But with Pepsi's powerful distribution system, FruitWorks' potential cannot be underestimated.
"It is piggybacking on AOL's powerful distribution network," said Jae Kim of Paul Kagan & Associates, a research firm.
The targets have tended to have powerful distribution franchises but to be so troubled that they are cheap to buy.
Ms. Brightwater has found a powerful distribution channel for her water: two Whole Foods Markets in the city have started carrying it this year.
But AOL's Internet services -- on Time Warner's system or anyone else's -- are a powerful distribution and promotion medium for Time Warner's old economy products: magazines, movies, music.
Because they have so much data on individuals and they use such phenomenally powerful distribution networks, they allow campaigns to bypass a lot of existing laws.
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He said Turner's cable networks would be a powerful new distribution channel for Warner's film and television programming.
But the small brewers have to overcome some opponents with big names and deep pockets: the powerful beer distribution lobby.
Merger talks between Heinz and Bestfoods that collapsed in September would have created a food giant with powerful global distribution, said John M. McMillin, a food analyst for Prudential Securities.
The US-based company has been working hard over the last couple of years to convince media companies and creators that its network of 170 million file-sharers can be a powerful legal distribution channel, through its bundles.
Will Albany allow wine to be freely traded or will it listen to the powerful alcohol distribution lobby, which fears losing business if the barriers to direct sales are torn down, and to state officials, who fear losing tax revenue?
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