Channel Power: A Proposed Multidimensional Perspective

Abstract

Taylor (1992) suggests that existing conceptualizations and operationalizations of power in the channels literature are based on a unidimensional conceptualization of channel unit interaction. The following discussion extends this argument by demonstrating how the current conceptualizations of power (1) fail to capture the larger domain of power and (2) understate that portion of power which is captured by the current conceptualizations by failing to distinguish between appropriate conditions of power. We present an alternative multidimensional power conceptualization which purports to overcome these limitations.