Understanding Governance Decisions in a Partially Integrated Channel: A Contingent Alignment Framework

Autor:	Soongi Kwon, Sanggi Son, Stephen K. Kim, David A. Griffith, Richard G. McFarland
Rok vydání:	2011
Předmět:	Marketing Transaction cost Economics and Econometrics media_common.quotation_subject Corporate governance Control (management) Sales operations Ambiguity Downstream (manufacturing) Business Business and International Management media_common Communication channel Reputation
Zdroj:	Journal of Marketing Research. 48:603-616
ISSN:	1547-7193 0022-2437
DOI:	10.1509/jmkr.48.3.603
Popis:	This article examines governance decisions within an emerging and increasingly common form of channel: the partially integrated channel (PIC). The PIC is defined as a single vertical channel in which both market governance and hierarchical governance exist (i.e., the employees of one channel member work on a full-time basis at an exchange partner's facilities, performing functions that the exchange partner traditionally performs). Building on the transaction cost analysis and governance value analysis literature streams, the authors examine ongoing governance decisions within the PIC. Data were collected in the fashion apparel market of South Korea using multisource, reciprocally matched data in which a manufacturer's directly employed sales force is deployed at department store retailers as the sole frontline employees for their brand. The authors find that brand reputation, downstream market uncertainty, and sales force performance ambiguity influence manufacturer control over sales operations and manufacturer flexibility with retailers in unique ways. The authors discuss implications of this work for theory and practice.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4b72291ea3e18177944c5373138b4991 https://doi.org/10.1509/jmkr.48.3.603 Zobrazit plný text záznamu Plný text ve formátu PDF