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Essay Details:
Essay text:
Conclusion 19
6. Reference List 20
1. Introduction
Do marketers have the freedom to define, in isolation, how they ensure that their product is delivered to a customer in the manner that they or their customer wish? Or are there constraints within a company that restrict that freedom of action?
All companies have one form of governance or another. The governance may be weak or strong, it may be institutionalised or personal, in whatever form it may take, it will exist. How then does governance affect a Marketers formulation of a distribution strategy? Can the governance of a company be modified to meet the market requirements as perceived by the marketer to ensure a more effective distribution strategy? As markets change and companies expand into overseas markets, do their distribution strategies change in line with the changing market conditions whilst still being constrained by the company’s governance or does the company change its governance along with its distribution strategy to meet the new demands? What influence then does governance have for marketers when formulating and implementing distribution strategies?
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