Findings of a comparative study of intrachannel communication in marketing channels in the United States and India are presented. Two factors—the cultural environment and the degree of relational-ism in channel relationships—were posited to affect the nature of supplier-dealer communications. A survey of lighting equipment dealers in the two countries indicated that compared to the U.S. environment, the Indian environment was characterized by greater unidirectional communication from supplier to dealer, lower communication frequency, greater use of formal communication modes, and greater supplier use of direct influence strategies. A relational channel structure neutralized the differences in communication patterns due to cultural differences, however.
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.
About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.