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- Title
Patterns of credible commitments: Territory and brand selectivity in industrial distribution...
- Authors
Fein, Adam J.; Anderson, Erin
- Abstract
The authors propose a new theoretical rationale that explains the paired existence of both a manufacturers decision to limit the number of intermediaries operating in a specific geographic market and a distributor's decision to limit brand assortment in a product category. Using transaction cost reasoning, they suggest that channel selectivity agreements can be understood as interrelated exchanges of pledges, or credible commitments, that counter- balance exposure to opportunism and neutralize sources of relationship instability, thereby strengthening an interorganizational relationship. The empirical results, which are based on dyadic data from 362 manufacturer-distributor relationships, are broadly supportive of their framework.
- Subjects
MARKETING channels; PRODUCT management; TRANSACTION costs; SALES territories; DECISION making in marketing; MARKETING planning; MARKET segmentation; PHYSICAL distribution of goods; SUPPLY chains
- Publication
Journal of Marketing, 1997, Vol 61, Issue 2, p19
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299706100202