The nature of power in a marketing channel |
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Authors: | Robert F Lusch Robert H Ross |
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Institution: | (1) Arizona State University, Arizona, USA;(2) Wichita State University, Wichita, USA |
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Abstract: | This paper empirically assesses the extent to which power in a marketing channel dyad is issue-specific or pervasive. Additionally,
the paper investigates the extent to which specific power sources effect single or multiple areas of power. The dyad studied
is the wholesaler-food broker interface in the marketing channel for grocery products. Results indicate that power is limited
in scope, being more issue-specific than pervasive. Additionally, some specific sources of power were found to create power
in multiple areas, while others created power in but one area. |
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Keywords: | |
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