ABSTRACT
To return to our analysis of MNC distribution tactics, mention must be made here of the ballooning impact of computer-based technology on the future mechanics of the supply chain. Multinationals headquartered in the West and Japan remain committed to the potential of extranet communication systems, looking to directly link up trading partners through the computer matching of inventory requirements with individual suppliers. It is argued that the Internet, held to provide a more efficient means of contacting consumers, will progressively reduce the importance of traditional intermediaries in international marketing.
