CHAPTER 7Market Channels in Global Supply Chains

Market channels connect global supply chains with customers.


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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