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.
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Lusch, R.F., Ross, R.H. The nature of power in a marketing channel. JAMS 13, 39–56 (1985). https://doi.org/10.1007/BF02729935
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DOI: https://doi.org/10.1007/BF02729935