FORMATION OF DISTRIBUTION SYSTEMS WITH THE INVOLVEMENT OF THE GLOBAL RETAIL CHAINS

Abstract

The purpose of the article is to analyze the features of formation and functioning of multi-marketing distribution systems involving global retail chains and identify the causes of conflicts between participants in the global supply chain and suggest possible ways to displace them. The article represents the author’s definition of the term “global retail chain”. The role and responsibilities of international retailers in the formation of marketing structures on international markets are discovered. The algorithm of the relationship between the participants in the traditional vertical marketing system with the definition of international components is determined. The conflict causes between the participants within the distribution channel are identified.

Keywords

• marketing distribution systems
• global retail chains
• marketing conflicts
• transnational companies
• distribution channels
• supply chains