Mehta, Rajiv; Larsen, Trina; Rosenbloom, Bert - In: International Journal of Physical Distribution & … 26 (1996) 6, pp. 32-59
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...