By integrating elements of both marketing and finance, we show how risk influences channel contract behavior. We model risk behavior as the interaction between risk attitude and risk perception (IRAP). An analysis of the joint channel decisions of 208 producers, wholesalers, and processors...

By integrating elements of both marketing and finance, we show how risk influences channel contract behavior. We model risk behavior as the interaction between risk attitude and risk perception (IRAP). An analysis of the joint channel decisions of 208 producers, wholesalers, and processors...

Channel contract relations are dynamic. In this paper it is argued that one of the drivers for this dynamism is a firm's strive for shareholder value. Using channel contract relationships as market-based assets, firms are managing a portfolio of spot and forward contract relationships. By...