A substantial body of research employs agency theory and transaction costs analysis to explain ownership decisions in distribution channels. Agency theory identifies factors that prompt firms to favor behavior‐based contracting over outcome‐based agreements. Transaction cost economics is a...

This study examines how the widespread use of co-branding through strategic alliances affects role ambiguity among retailers. The prevailing logic suggests that vertical control limits uncertainty, yet this is not consistently supported. We investigate the ability of vertical control mechanisms...