| Tekijä: | Butaney, G. Wortzel, L. H. |
| Otsikko: | Distributor power versus manufacturer power : the customer role. |
| Lehti: | Journal of Marketing
1988 : JAN, VOL. 52:1, p. 52-63 |
| Asiasana: | DISTRIBUTION CHANNELS MANUFACTURING POWER CUSTOMERS MARKETING MANAGEMENT |
| Kieli: | eng |
| Tiivistelmä: | The problem of channel control and channel power is discussed. Literature about the topic is reviewed. The theoretical background is outlined. Three hypotheses about power relationships are tested. Research methodology is described. Distributor power, manufacturer market power,and customer market power are defined and measured. Data were collected from 83 distributor firms in one industry. Multiple regression was used for the testing. Results are summarized in statistical tables. Managerial implications are discussed. Limitations and opportunities related to changing each member's power position in the channel are outlined. Recommendations are described for future research. |
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