Supply chain managementSupply chain management and distribution channelsChannels are important to any business operation. Essentially, they are entities that are the backward linkage to the productProduct and/or service that is offered to the consumer. In a business-to-business context, the supply chain is a major stakeholder in the B2B ecosystem and the relationship between the B2B partners are numerous, complex, and interwoven. The relationship between the B2B partners is based on sustained collaborationCollaboration and is referred to more as co-creating partners or alliances. The terms ‘chain’ and ‘channelsChannels’ are relative to sequential or organized processesProcess, however with the complexity of networks involved in the supply linkage and an emphasis on relationships, it is more appropriate to term it as supply networksSupply networks. This chapter addresses the importance of supply networks in the B2B ecosystem, specifically highlighting the importance in relation to the evolving business landscape directed towards service orientation. The contribution of supply networks to value co-creation through relationships and innovation is of particular interest to the service era and is a value addition to B2B marketing strategies that reflect a service centric approach to business.