A Marketing-Finance Approach Towards Industrial Channel Contract Relationships: A Model of Application

31 Pages Posted: 4 Oct 2005

Abstract

Channel contract relations are dynamic. In this paper it is argued that one of the drivers for this dynamism is a firm's strive for shareholder value. Using channel contract relationships as market-based assets, firms are managing a portfolio of spot and forward contract relationships. By exclusively focusing on the cash flow consequences of contract relationships, in the context of an industrial marketing channel, we introduce a decision-oriented, normative, multi-channel dyadic model that shows how channel contract relationships interact, thereby explaining the various contract relationships that exist and the dynamics within these relationships. The model transforms top management's financial objectives into marketing management decisions and guides the decision process of channel members in optimizing the cash flow consequences of channel contract relationships. The properties of the model are illustrated for the meat departments of European retailers.

Keywords: Cash flows, Channel contract relationships, Marketing-finance interface, risk management

JEL Classification: L1, L2, M1, M3

Suggested Citation

Pennings, Joost M. E., A Marketing-Finance Approach Towards Industrial Channel Contract Relationships: A Model of Application. Journal of Business Research, Vol.57, No. 6, pp. 601-609, June 2004. Available at SSRN: https://ssrn.com/abstract=811726

Joost M. E. Pennings (Contact Author)

Maastricht University ( email )

P.O. Box 616
Maastricht, 6200MD
Netherlands

Wageningen UR ( email )

Hollandseweg 1
Wageningen, 6706KN
Netherlands

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