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| Author: | Lusch, R. F. Brown, J. R. |
| Title: | Interdependency, contracting, and relational behaviour in marketing channels (Vertriebssystem) |
| Journal: | Journal of Marketing
1996 : OCT, VOL. 60:4, p. 19-38 |
| Index terms: | |
| Freeterms: | HANDELSBETRIEBE, ABSATZORGANISATION, ZWISCHENBETRIEBLICHE ZUSAMMENARBEIT |
| Language: | eng |
| Abstract: | The dependency structure between wholesale distributor and their major suppliers is posited to influence the type of contract used. In turn, dependency structure and type of contract is hypothesized to influence wholesale distributor performance. This process occurs both directly through long-term orientation, relationship length, and relational behaviour. The authors investigate 3 dependency structures: wholesaler dependent on supplier, supplier dependent on wholesaler, and high bilateral dependency. They obtain support for many of the hypothesized linkages. |
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