The objective of this article is to review the academic marketing research that develops and tests theories involving the vertical relationships between manufacturers and retailers in a distribution channel

The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change

This research proposes a framework for relating governance mechanisms (power, contracts, and trust) to the generation of creative approaches to business activities in buyer-seller relationships. The framework is tested with a survey of 262 purchasing agents. The results indicate that trust and...