Determinants of Distribution Intensity

Journal of Marketing - Tập 60 Số 4 - Trang 39-51 - 1996
Gary L. Frazier1, Walfried M. Lassar2
1Richard and Jarda Hurd Professor of Distribution Management, School of Business Administration, University of Southern California.
2Whittemore School of Business and Economics, University of New Hampshire.

Tóm tắt

Within many categories of consumer products, manufacturers differ markedly in how intensively they distribute their brands among retailers. The authors enhance understanding of why such differences in distribution intensity occur. Literature in the marketing and economics disciplines on brand and channel management, agency theory, and credible commitments, combined with extensive field interviews, provides the foundation for a conceptual framework that centers on proposed moderator effects. Data collected from manufacturers in the consumer electronics industry are used to test the conceptual framework. Credible commitments by retailers in the form of contractual agreements and investments are shown to moderate the relationships of manufacturer brand strategy and channel practices with distribution intensity.

Từ khóa


Tài liệu tham khảo

Aiken Leona, 1991, Multiple Regression: Testing and Interpreting Interactions

10.1177/002224379202900103

10.1177/002224377701400320

Aspinwall Leo, 1958, Managerial Marketing, 434

Bagozzi Richard P., 1986, Principles of Marketing Management

10.1177/002224299205600301

Bonoma Thomas V., 1990, Marketing Management: Text and Cases

10.1177/002224297303700106

10.1016/0019-8501(88)90005-3

Churchill Gilbert A., 1991, Basic Marketing Research

Copeland Melvin, 1923, Harvard Business Review, 1, 282

Corey E. Raymond, 1989, Going to Market: Distribution Systems for Industrial Products

10.1287/mnsc.25.10.1014

10.1177/002224298705100201

10.1177/002224298705100202

10.2307/258191

10.1177/002224298304700408

10.2307/2110973

10.1177/002224378502200203

10.1177/002224377401100210

Jacoby Jacob, 1984, Journal of Retailing, 60, 105

Jordan W. John, 1987, Antitrust Bulletin, 32, 137, 10.1177/0003603X8703200106

Klein Benjamin, 1980, Borderlines of Law and Economic Theory, 70, 356

10.1086/467157

Kotler Philip, 1993, Principles of Marketing

Lafferty R. N., 1984, Impact Evaluations of Federal Trade Commission Vertical Restraint Cases

10.1016/0167-2681(88)90071-6

Levy Michael, 1992, Retailing Management

10.1177/002224377601300408

Lusch Robert F., 1990, Retail Management

Mason J. Berry, 1993, Marketing Management

10.2307/3003667

McCarthy E. Jerome, 1984, Basic Marketing

10.1177/002224296502900104

Pegram Roger, 1965, Selecting and Evaluating Distributors

10.1177/002224378101800401

Porter Michael, 1980, Competitive Strategy

Rey Patrick, 1986, American Economic Review, 76, 921

Rosenbloom Bert, 1995, Marketing Channels

Rubin Paul, 1990, Managing Business Transactions

10.1016/0022-1031(80)90007-4

Scherer F. M., 1990, Industrial Market Structure and Economic Performance

10.1016/0019-8501(84)90020-8

Skinner Steven, 1985, Journal of Retailing, 61, 65

Stern Louis, 1996, Marketing Channels

10.1177/002224297604000303

Weigand Robert, 1977, Harvard Business Review, 55, 95

Williamson Oliver E., 1983, American Economic Review, 73, 519

Williamson Oliver E., 1985, The Economic Institutions of Capitalism

10.2307/2118495

10.1177/002224298805200302

Thông tin
Thông tin xuất bản

Journal of Marketing

Tập 60 Số 4

39-51

Thông tin tác giả