Explores the natural channel phenomena, i.e. the local or national channel which has evolved to serve producer and consumer alike. Further, provides a descriptive construct which identifies the forces (or elements) which influence channel design. Contends that a thorough understanding (and use)...

Power is the potential ability of one individual or organization to directly influence another ( Dahl, 1957 ; Emerson, 1962 , French & Raven, 1959 ). The potential to influence another emanates from a number of social power bases. Six bases of power have been enumerated in the literature:...