Vertical Relationships in Distribution Channels: A Marketing Perspective
The Anti-Trust Bulletin, Vol. 49, pp. 859-876, Winter 2004
22 Pages Posted: 1 Feb 2009
Date Written: January 29, 2004
The objective of this article is to review the academic marketing research that develops and tests theories involving the vertical relationships between manufacturers and retailers in a distribution channel.
Keywords: Distribution channel, Manufacturer, Retailer, Governance Mechanisms, Trust, Power, Contract
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