The nature of power in a marketing channel

Robert F. Lusch; Robert H. Ross

doi:10.1007/BF02729935

The nature of power in a marketing channel

Robert F. Lusch, Robert H. Ross

Research output: Contribution to journal › Article › peer-review

18 Scopus citations

Abstract

This paper empirically assesses the extent to which power in a marketing channel dyad is issue-specific or pervasive. Additionally, the paper investigates the extent to which specific power sources effect single or multiple areas of power. The dyad studied is the wholesaler-food broker interface in the marketing channel for grocery products. Results indicate that power is limited in scope, being more issue-specific than pervasive. Additionally, some specific sources of power were found to create power in multiple areas, while others created power in but one area.

Original language	English (US)
Pages (from-to)	39-56
Number of pages	18
Journal	Journal of the Academy of Marketing Science
Volume	13
Issue number	3
DOIs	https://doi.org/10.1007/BF02729935
State	Published - Jun 1985
Externally published	Yes

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/BF02729935

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AB - This paper empirically assesses the extent to which power in a marketing channel dyad is issue-specific or pervasive. Additionally, the paper investigates the extent to which specific power sources effect single or multiple areas of power. The dyad studied is the wholesaler-food broker interface in the marketing channel for grocery products. Results indicate that power is limited in scope, being more issue-specific than pervasive. Additionally, some specific sources of power were found to create power in multiple areas, while others created power in but one area.

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The nature of power in a marketing channel

Abstract

ASJC Scopus subject areas

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