Channel Environment and Channel Leadership

Etgar, Michael
February 1977
Journal of Marketing Research (JMR);Feb1977, Vol. 14 Issue 1, p69
Academic Journal
The relationship between various factors characteristic of channel environments and the extent of control of a channel leader in his channel is explored. The characteristics of demand, the marketing technology used, and interchannel competition are found to be correlated with greater channel control by a channel leader. Jointly, these results imply that channel leaders tend to emerge in distributive channels when the channel environment is threatening.


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