Conclusion: Distribution is an essential part of doing business and for some industries; media especially, its products can only be accessed through a complex distribution network, mostly through retail outlets. Underpinning that distribution network is an economic basis which appears to be changing. The change in that base will increasingly affect the mode of business.

Not all organisations face identical commercial changes to their distribution networks but where once brands, and media in particular, developed their online properties on the heritage of the traditional brand; now, Web properties have a brighter future than the heritage brand. That change in fortune may be explained and attributed to electronic distribution, not declining fortunes to the brand itself; but simply its access to the market

Organisations can deal with, and manage change, by being ready and planning ahead; by anticipating that distribution is a business function that will be modified according to competitive forces and market conditions.

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Guy Cranswick

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Guy Cranswick