Reorganisation of distribution in globalisation of markets

Globalisation of markets is a phenomenon that receives much attention and is extensively debated both at general societal/institutional/cultural levels and at market and business levels. In any globalization process, distribution of goods and services between and within local industrial and consumer markets is obviously of crucial importance. Globalisation of markets and reorganization of distribution are mutually dependent processes and involve changes in market structures. Contemporary examples of this are the emergence of global supply chains, internationalization of wholesale, retail and transportation firms and the development of sales via the internet. These dynamic aspects of distribution imply reorganisation of firms and relationships between firms (including strategic alliances and mergers) involved in distribution activities. This paper will discuss the nature of the interdependence between globalisation of markets and the reorganisation of distribution applying a network view of markets and with reference to cultural dimensions. Some broad issues for further research aimed at understanding globalisation, will be addressed from the network perspective. INTRODUCTION The theme of this conference is culture and cooperation in distribution. The issues I will address and the way in which I do it are very much in the IMP research tradition. They thus deal with processes of interaction, with connectivity in markets and with the internationalisation processes of firms and of markets. More specifically, I am concerned with that aspect of internationalisation that is referred to as globalisation and that aspect of economic activity that in the marketing literature is labelled distribution. I will then add the cultural dimension to the analysis. The emphasis is on dynamics; on change and stability over time. IMP research is varied within the general interaction and network frameworks. I will adhere to the notion that the market, as a form of governance for production systems (including distribution and consumption), is regarded as a network of actors that are directly and/or indirectly connected to each other through exchange relationships and/or as competitors. In the business press, globalisation of firms and markets is indeed a major subject. I just picked a few when I searched a database for the keywords globalisation and markets.