7.4 Double roles
Businesses often assume dual roles in terms of Business Orientations, and it is up to management to determine which role is primary. For example, a large multinational Product maker may select a local distributor for the exclusive sale of its products, considering it the best expert for that territory. However, this distributor’s core business is organizing Self-Service, which means it will probably attempt to distribute goods from other product makers as well, in order to provide customers with a wider variety of choices. If it primarily identifies as an expert distributor for one renowned brand, it may risk losing its autonomy and growth potential.
