An Explanatory Model of Relational Orientation within Distribution Channels: A Conceptual Framework

Abstract

This paper examines relational orientation within distribution channels, a domain which is still little explored and which raises controversies. Specifically, our aim is to propose an explanatory model of relational orientation within distribution channels. To this end, a theoretical analysis of relationships within distribution channels is conducted in view to better understand how companies of a distribution channel develop a relational orientation. A study of the variables that condition its implementation is carried out. This study points out to the role of relational norms and trust in developing a relational orientation within distribution channels.