A01 chaf6542 06 se fm indd

Managing global distribution

Arnold (2000) suggests action that manufacturers should follow as they enter new overseas 

markets enabled by the Internet. The seven actions are:

  1 

Select distributors. Do not let them select you.

  2 

Look for distributors capable of developing markets rather than those with new cus‑

tomer contacts.

  3 

Treat the local distributors as  long‑  term partners, not temporary market entry vehicles.

  4 

Support market entry by committing money, managers and proven marketing ideas.

  5 

From the start, maintain control over marketing strategy.

  6 

Make sure distributors provide you with detailed market and financial performance 

data.

  7 

Build links amongst national distributors at the earliest opportunity.

A Global Supply Chain Survey published by PwC (2013) gives a good summary of the 

current challenges and opportunities of improving competitiveness through supply chain 

management. The survey assesses the views of 500 supply chain experts in Europe, North 

America and Asia from across a range of industries. The  next‑  generation supply chain is