Abstract
Effective leaderships necessary to maintain efficiency and cooperation within a marketing channel. Power is the major variable in determination of the channel leader. Institutional economics provides concepts which enhance the traditional marketing concepts of power. Using a case study, the concepts of social traps, boundaries, ordering the agenda, and transaction costs are used to elaborate upon the application of the traditional power sources.
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Vollmers, A.C. (2015). Enhancing the Power of Channel Leaders. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_9
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DOI: https://doi.org/10.1007/978-3-319-16946-0_9
Publisher Name: Springer, Cham
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