Argues that relational exchange is dependent upon both effectiveness and power considerations. The primary objective is to study the effect of power and effectiveness on the relational exchange process between voluntary retail chains and their vendors. In particular, proposes that relational...

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...