sentences:  In this situation, both the consumer and producer benefit, as there is less risk from uncertainty for a producer leaving the consumer satisfied with a product.After 15 years, professor Bucklin argued that Alderson’s interpretation needed modification, as it was still unclear how exactly postponement was applied on the channel level, namely, distribution.He explained that there is a shift of the risk to another partner in the supply chain due to postponement of the owned bunch of goods.