Outcome-Based and Behavior-Based Coordination Efforts in Channel Relationships

Journal of Marketing Research - Tập 33 Số 2 - Trang 200-210 - 1996
Kirti Sawhney Celly1, Gary L. Frazier2
1School of Business Administration, University of Michigan. She is currently Visiting Assistant Professor, Graduate School of Management, University of California, Irvine.
2Distribution Management, School of Business Administration, University of Southern California.

Tóm tắt

Supplier personnel often emphasize outcomes and behaviors in personal communications with distributors, thereby signaling important product-market objectives and advocating specific distributor actions. The authors’ purpose is to enhance the understanding of outcome- and behavior-based coordination efforts of supplier personnel in relationships with distributors. The authors use primary data from a national survey of industrial distributors to test the conceptual framework. Empirical results suggest that a supplier's use of such coordination efforts is affected by environmental uncertainty, supplier familiarity with distributor markets, supplier replaceability, and supplier resource constraints, as well as by distributor experience and distributor value added.

Từ khóa


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Thông tin xuất bản

Journal of Marketing Research

Tập 33 Số 2

200-210

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