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The structure of marketing channel relationships

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Abstract

Distribution channel research has been advanced in recent years by contributions based on the political economy paradigm, transaction cost analysis, and relationship marketing. Drawing on these bodies of thought, we propose a new conceptualization of the structure of marketing channel relationships. Relationship structure is defined in terms of decision-making structure and operational integration. The proposed model of channel structure antecedents and consequences is consistent with the major research paradigms but extends beyond simple categorical assemblages of constructs to provide an ordered set of relationships based on theory and empirical research. This conceptualization reconciles some apparent contradictions in the literature and provides a clear focus for structure, process, and performance research in channels.

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Authors and Affiliations

  1. the Hess Institute for Retailing Development at the University of Alabama, USA

    Robert A. Robicheaux & James E. Coleman

  2. Troy State University, USA

    James E. Coleman

Authors
  1. Robert A. Robicheaux
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  2. James E. Coleman
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Additional information

He received his Ph.D. in marketing from Louisiana State University. He has published in the areas of marketing channels, retailing, and logistics. His work has appeared in theJournal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of Business Research, Journal of Marketing Channels, International Journal of Physical Distribution and Materials Management, Journal of Marketing Education, and others.

He served as the managing director of public relations with the Federal Express Corporation before entering the Ph.D. program at Alabama. He holds a B.B.A. in accountancy from the University of Mississippi and an M.A. in marketing from the University of Alabama.

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Robicheaux, R.A., Coleman, J.E. The structure of marketing channel relationships. JAMS 22, 38–51 (1994). https://doi.org/10.1177/0092070394221004

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