Forms of Competition and Outcomes in Dual Distribution Channels: The Distributor’s Perspective
| Autor: | Jan B. Heide, Alberto Sa Vinhas |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
business.industry Perspective (graphical) Distributor Distribution (economics) ComputingMilieux_LEGALASPECTSOFCOMPUTING Data_CODINGANDINFORMATIONTHEORY Dual (category theory) Competition (economics) Opportunism Customer satisfaction Business Business and International Management Industrial organization Communication channel |
| Zdroj: | Marketing Science. 34:160-175 |
| ISSN: | 1526-548X 0732-2399 |
| Popis: | The focus of this paper is dual distribution channels in business-to-business markets. We take the perspective of the distributor, and examine how different forms of competition with a manufacturer-owned channel impact distributor opportunism. Next, we consider how the same forms of competition impact the distributor’s end customers. Based on a multi-industry field study of industrial distributors, we highlight the complex processes that characterize dual distribution systems. We show that while competition with a manufacturer-owned channel increases distributor opportunism, it also has the potential to benefit the distributor’s end customers. In addition, although actions taken by a manufacturer to create vertical separation between channels limit competition, such actions also reduce end customer satisfaction. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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