When looking to mobilize an organization effectively the general focus is always internal, whereas, as we have already highlighted, there are considerable external influences and resources to be considered. In a global marketplace one key ingredient that must be addressed in the marketing and operational mix is the role played by agents and representatives. Those who have operated only in a national context have perhaps not recognized the extended network that is a potentially valuable addition to the effectiveness of the overall strategy. Those experienced in working in a more global arena will appreciate that the performance of agents and representatives is frequently the critical factor in a company’s success.
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