Control, Communication, and Decision Making Uncertainty in Asymmetric Channel Relationships

Johnson, Jean L.; Pharr, Steven W.

doi:10.1300/j033v03n04_01

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Exercised Power In Marketing Channels1

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“…In the presence of highly controlling channel members, communication becomes crucial to reduce the decision making uncertainty (Johnson and Pharr, 1997). Another dimension of channel control deals with the use of various power bases to influence marketing flows in creating more effective and efficient allocation of resources within channel structures (El-Ansary and Stern, 1972;Frazier and Rody, 1991;Stern and El-Ansary, 1992).…”

Section: Exercised Power In Marketing Channelsmentioning

confidence: 99%

An Examination of Exercised Power in Vertically Integrated Distribution Channels for Goods and Services

Erdem

Harrison‐Walker

1998

Journal of Marketing Channels

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The concepts of vertical integration and power use are summarized and various propositions about the potential relationships between the two are presented. Both physical goods industries and service industries are considered. The propositions are intended to provide market researchers with better insight as to power use in integrated channel structures. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: getinfo@haworthpressinc.com]

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