Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels

  • Dwyer F
  • Oh S
  • 63

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Abstract

Like any system, a marketing channel will thrive only to the extent it can secure critical resources from the environment. Using a resource dependence perspective, the authors hypothesize that a weaker member's access to relatively munificent out- put markets can mitigate a power advantage held by the channel partner that oth- erwise is used to bureaucratize the channel and endanger the quality of the channel relationship. The authors use a structural equation model to analyze data from dealer informants in the auto industry. The results suggest munificence affects the internal workings of the channel.

Author-supplied keywords

  • 1982-1984
  • Usa
  • Vertriebsweg

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Authors

  • F. Robert Dwyer

  • Sejo Oh

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