Organisational Implementation of the Marketing Logistics Concept

Abstract

At the beginning of this book we referred briefly to a number of important factors which are hindering effective implementation of the marketing logistics concept in many companies today. In this final chapter we look at probably the most pervasive obstacle of all, which may be summarised by the phrase organisational rigidity. By this is meant the inability and unwillingness of management to respond to the changing demands of new concepts and new techniques, which are inherent in the successful adoption of marketing logistics in existing corporate organisations. This rigidity manifests itself in several ways; it is the purpose of this chapter to describe and examine these problems and to put forward some suggestions which will hopefully ease the introduction of the concept in companies willing to face the challenges which it entails at the human level.