Abstract
This research used for the first time the political economy framework as a whole to test wholesaler-retailer (W-R) relations within vertical marketing systems theory. So far, a number of authors have examined one or more aspects of this framework empirically. However, very few of these studies have been concerned with the similarities and differences in the structure and functioning of W-R relations within vertical marketing systems. Moreover, there has been no attempt to compare analytically and simultaneously the economic and political processess within such systems. In fact, one of the basic purposes of this study is to validate the existence of the three vertical marketing systems proposed over 30 years ago by McCammon (1970) but has so far never been tested empirically. Furthermore, a comparative analysis model of vertical marketing systems in food distribution is proposed.
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© 2015 Academy of Marketing Science
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Corriveau, G., Tamilia, R.D., Morin, D. (2015). A Comparative Analysis of Wholesaler-Retailer Relations Within Vertical Marketing Systems : a Political Economy Approach-Abstract. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_9
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DOI: https://doi.org/10.1007/978-3-319-11885-7_9
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11885-7
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