search query: @author Müller-Hagedorn, L. / total: 10
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| Author: | Müller-Hagedorn, L. |
| Title: | Zur Erklärung der Vielfalt und Dynamik der Vertriebsformen. |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1990 : JUN, VOL. 42:6, p. 451-466 |
| Index terms: | MARKETING MIX |
| Language: | ger |
| Abstract: | Among distribution channels some are of growing importance, especially the so-called vertical marketing systems, others are of declining importance. The question is, by which factors the process of differentiation and structural change is influenced. It is shown that the application of transaction cost analysis to distribution and trade has to be supplemented by factors which represent the capabilities of the different distribution channels to build up market potentials and to make them accessible for the sales seeking firm. The choice of a special organizational form is influenced by transaction costs and how the different risks are bearded by the institutions in the distribution channel. |
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