haku: @journal_id 69 / yhteensä: 714
viite: 3 / 714
| Tekijä: | Fein, A. J. Anderson, E. |
| Otsikko: | Patterns of credible commitments: territory and brand selectivity in industrial distribution channels (Markenmanagement) |
| Lehti: | Journal of Marketing
1997 : APR, VOL. 61:2, p. 19-34 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, ABSATZWEGE, PRODUKTPOLITIK, HANDELSBETRIEBE |
| Kieli: | eng |
| Tiivistelmä: | The authors propose a new theoretical rationale that explains the paired existence of both a manufacturer's decision to limit the number of intermediaries operating in a geographic market and a distributor's decision to limit brand assortment in a product category. They suggest that channel selectivity agreements can be understood as interrelated exchanges of pledges (credible commitments) that counterbalance exposure to opportunism and neutralize sources of relationship instability, thereby strengthening an interorganizational relationship. |
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