MCAA's annual meeting in Dallas is about to start. MCAA is the organization for vendors and reps/distributors of automation products. MCAA is the part of the industry that ISA simply has refused to serve for the past thirty years. If ISA's Management and Marketing Division hadn't been nearly moribund for years until we started holding the Marketing and Sales Summit (September 4-6 in Chicago, y'all come, hear?) there wouldn't <i>be</i> an MCAA. Today we're hearing from Texas A&M's Dr. Michael Workman, who is going to talk about new rules for collaboration in the distribution channel. Workman says that long term profitability is determined by both the industry structure (which determines the profitability of the average competitor) and the sustainable competitive advantage that allows a company to outperform their average competitor.