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sell to a country without a local sales or customer service force (although this may still be necessary for some products). In such situations and with the restructuring in conjunction with disintermediation and reintermediation, strategists also need to carefully consider channel conflicts that may arise. If a customer is buying direct from a company in another country rather than via the agent, this will marginalise the business of the local agent who may want some recompense for sales efforts or may look for a partnership with competitors.

Kiani (1998) has presented a useful perspective to differences between the old and new media, which are shown as a summary to this section in Table 1.2.

Table 1.2 An interpretation of the differences between the old and digital media

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