search query: @author Posselt, T. / total: 6
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| Author: | Posselt, T. |
| Title: | Ausschliesslichkeitsbindungen als Anreiz zum Handelsmarketing - Eine Untersuchung zur Gestaltung von Distributionssystemen |
| Journal: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : 51:4, p. 350-376 |
| Index terms: | DISTRIBUTION MARKETING COMPETITION DEALER SPREADS |
| Language: | ger |
| Abstract: | Exclusive dealing clauses are relevant in many distribution relationships. These clauses are often just part of an over-all contractual arrangement between the parties in the distribution channel. Is is argued that a producer is interested in an exclusive dealing arrangement not only because it allows him build to build up entry barriers but also because it compels the dealer to concentrate marketing activities on it's products and thereby to increase its selling volume. Consequently, the producer expects profit from an exclusive dealing clause. On the other hand, the dealer bears costs because he renounces the right to sell competing products. It is examined under which conditions the producer's gains can compensate the dealer's losses. Brand name as well as specific investments are identified as key elements for explaining the existence of exclusive dealing contracts. |
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