, 1996, p. 180). Further, by looking into alternative channels for distribution, companies including IBM and CHANEL, Inc. can ensure they provide all customers, internal and external, the opportunity for expressing their personal preferences. This is important whether those preferences relate to personal interaction, the convenience associated with doing business with a company, or the ability to keep costs minimal when interacting with their preferred clientele and customers (Anderson et al., 1996).
Thanks to the advent of modern technology, there is more competition than ever before in the global market. The only companies that will succeed are those that open the doors of business by engaging the possibility of low-cost and multiple distribution channels. Each channel offered should provide its own unique advantages. All will carry some disadvantage, so it is the job of the company utilising such systems to decide which channels are likely to produce the most benefit while minimising the risk associated with doing business.
Comprehensive or multiple distribution channels are essential for any company engaged in global business today. Not everyone has access to the same channels of distribution. By utilising more than one channel, companies invite new customers to engage in business with them. They enable the opportunity for greater convenience, satisfaction and lower costs....
This occurs for internal customers, for external customers, for the retailers themselves and for any and all other entities associated with the organisation or enterprise in question.
Companies interested in providing integrated services and consistent results can rely on multiple yet integrated technological services when distributing materials and services to their internal and external customers. All members of the organisation, from the bottom up and top down can gather information they need in a convenient time and at a convenient place. Anderson et al. (1996) note the most successful companies are and will remain to be those that adopt the modern way of distributing their services to customers. The only way to do this is by offering diverse services and tools customers can use to access those services and acquire goods and products in a timely and convenient fashion.
References
Anderson, Thomas, Hosten, Dionne, Latimore, and Malhortra, Vikram. 1996. Current
Research: Balancing Customer Needs in Retail Banking Distribution. The McKinsey Quarterly, 1(1): 180.
WebCollage, Inc. 2006. Integrating Web Applications Online With Business Partners.
New York, NY: Solution Provider, WebCollage, Inc. Available:
http://www-306.ibm.com/software/ebusiness/jstart/casestudies/webcollage.shtml
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