Power,conflict, control,and the application of contingency theory in marketing channels |
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Authors: | George H Lucas Larry G Gresham |
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Institution: | (1) Texas A&M University, College Station, USA |
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Abstract: | The confusing, and often contradictory, implications for channel strategy emerging from existing theories and empirical studies
of power, conflict, and control in marketing channels are discussed.
A contingency theory of organizational structure is integrated with propositions concerning the effects of conflict level
of channel efficiency to illustrate a procedure for closing the action epistemic gap. Propositions derived from this synthesis
of existing theories are presented for future testing. |
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Keywords: | |
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