CHAPTER 7Market Channels in Global Supply Chains

Market channels connect global supply chains with customers.

GLOBAL MARKET CHANNELS STRATEGY_____

Developing and manufacturing products and services are not enough to satisfy customers and the other major stakeholders of a multinational corporation. We are speaking chiefly here of customers and the other primary stakeholders of modern firms: shareholders, suppliers, employees, regulators, and the community at large. The products must also be available in adequate quantities, in accessible locations, and at the time the customers want them. This is a true market channels strategy, and if we also have customers in the global marketplace, then we are talking about a global market channels strategy. ...

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