Interdependency, contracting, and relational behavior in marketing channels

Robert F. Lusch, James R. Brown

Research output: Contribution to journalArticlepeer-review

1087 Scopus citations


The dependency structure between wholesale-distributors and their major suppliers is posited to influence the type of contract - explicit and normative - used. In turn, dependency structure and type of contract is hypothesized to influence wholesale-distributor performance. This process occurs both directly and indirectly through some intermediate constructs, such as long-term orientation, relationship length, and relational behavior. The authors investigate three dependency structures: wholesaler dependent on supplier, supplier dependent on wholesaler, and high bilateral dependency. They obtain empirical support for many of the hypothesized linkages.

Original languageEnglish (US)
Pages (from-to)19-38
Number of pages20
JournalJournal of marketing
Issue number4
StatePublished - Oct 1996
Externally publishedYes

ASJC Scopus subject areas

  • Business and International Management
  • Marketing


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