Channel Power

For over decades, channel power frameworks have been grounded in the allied constructs of "power bases" and "dependency." Although this research orientation has generated much insight, it is important to recognize the conceptual boundaries of this perspective on channel management. In an effort to stimulate more interaction among heretofore separate streams of channels research, this article discusses some core assumptions and limitations of the power bases perspective and proposes and initial "ecological control" framework for considering a broader range of product, market, and buyer factors that affect chennel relations. Illustrative research propositions are advanced as well as some implications of this broadened perspective on channel power for both theorists and pracitioners.