search query: @author Stern, L. W. / total: 10
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| Author: | Achrol, R. S. Stern, L. W. |
| Title: | Environmental determinants of decision-making uncertainty in marketing channels. |
| Journal: | Journal of Marketing Research
1988 : FEB, VOL. 25:1, p. 36-50 |
| Index terms: | MARKETING CHANNELS |
| Language: | eng |
| Abstract: | Marketing channel theory is discussed. Literature about the topic is reviewed. The importance of consensus and coordinated decision making is emphasized. Limitations of former studies are highlighted. The problem of systematic specification and testing of the structure of organizational environments is examined. A framework for describing marketing channel environments based on well-defined concepts which provide a comprehensive dimensionalization of the environment is elaborated. Measures are developed for the dimensions which are empirically validated across independent samples. The external dimensions that are likely to be the most important explanators of internal channel processes are identified. |
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