For centuries it was the merchant in a stall or a peddler on the road who made available to us the goods that others produced on distant farms or shops.These modes of distribution limited the quantity and quality of the goods available and added significantly to their costs and ultimately to the prices consumers paid.
Over the past hundred and fifty years, American innovations in distribution have had an order of magnitude effect on the quality of our lives. Executives in particular should have an awareness of the strategic value of how they choose to get their offerings to market whether they are retail offerings or not.
To that end, let me recommend an excellent article from the American Business History Center that traces the history of the retail innovation in America, and the strategic power of distribution that every executive should contemplate whether B2B or B2C. If you like history, it is a truly interesting recap of how retail scaled from the lonely peddler to The Wonders of Chain Stores and Franchises and how their success has improved your life in ways you may not appreciate.
An especially good read for the young leaders in your company to learn more about “the business of business.”
