Tóm tắt
There exists at present a gap in channel theory on the role of
co‐operation and trust in the functioning of interfirm relationships.
These variables have not featured as major factors in the explanations
of how channels co‐ordinate their activities, survive and grow. This
article introduces trust as an important determinant of channel
behaviour, indicates the importance of trust in co‐operative behaviour
and presents the results of an introductory study on trust in marketing
channels.
