The role concept has been largely ignored in recent marketing channels literature. The authors address this issue from the wholesaling perspective, conceptualising the wholesaler′s role in terms of six marketing functions that they perform for manufacturers. Findings from a large sample mail...

The manufacturer depends on channel members for the performance of marketing functions. Therefore, the channel participants need to co‐operate with one another while simultaneously pursuing independent as well as systemic goals. Examines how co‐operation among distribution channel members...