[adrr]

Thats what MAP was suppose to do. The brands don't want all their sales from one distribution partner because that distribution partner will have enormous leverage.

Where MAP fails is if brands want to different prices globally. This is because items will just get re-imported if they are priced lower in other countries. They want the benefits of globalization which is cheaper labor and materials but don't want to negative aspects which is the same price globally for the product.