search query: @author Majumdar, S. / total: 8
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| Author: | Majumdar, S. Ramaswamy, V. |
| Title: | Going direct to market: the influence of exchange conditions |
| Journal: | Strategic Management Journal
1995 : JUN, VOL. 16:5, p. 353-372 |
| Index terms: | DISTRIBUTION CHANNELS TRANSACTION COSTS VERTICAL INTEGRATION |
| Language: | eng |
| Abstract: | When faced with the strategic choice of going direct to market versus the option of using intermediaries, a firm is posited to evaluate the benefits to customers from going direct to market, and the transaction costs involved in using intermediaries. In this paper, the authors discuss how these evaluations might differ depending upon the microcharacteristics of the exchange domain. Based on these theoretical considerations, specific propositions are offered regarding the conditions under which firms might rely more heavily on direct channels. |
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