How often does one hear the marketing pitch, ‘one organization focused on an integrated response to customer needs’? With globalization, this concept has been extended to encompass the idea of ‘global but local’. It may be very convincing marketing where major corporations promote a wide product range tailored to the end-to-end support of customer operations. This has been further developing into alternative services propositions that aim to integrate themselves into the customers’ business. This has been a more recent phenomenon particularly where the customers themselves have been looking to contract back into their core activities.
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