Distribution Channels as Political Economies: A Framework for Comparative Analysis

Abstract

This paper presents a unifying framework for the analysis of distribution channels which encompasses both economic and sociopolitical determinants of channel member behavior and provides a suitable departure point for comparative work. The framework integrates present approaches to the study of marketing channels and provides an essential, but heretofore missing, basis for comprehensive empirical research in the area.

The Exporter‐Importer Dyad‐An Investigation

“…The interdependency which exists between channel members provides the starting point in analysing marketing distribution systems. This implies that the behaviour and/or actions of one party will affect the performance of the other channel member (Stern and Gorman, 1969). By the same token, the atmosphere governing the buyer-seller relationship, namely, the level of exercised power, conflict and co-operation, will affect the outcome of this relationship, i.e.…”

“…Channel conflict is a "situation in which one channel member perceives another channel member(s) to be engaged in a behaviour that is preventing, or impeding him from achieving goals" (Stern and El-Ansary, 1982). Frustration, tension and disagreement comprise the conflict atmosphere.…”

“…Conflict between channel members can be caused by one of the following: role incongruency, dissatisfaction with the allocation of some resource, perceptual differences, differences in expectations, incompatible goals, inadequate/ineffective communication and any attempt to control the decision-making process in the channel sytem (Stern and Heskett, 1969;Stern and Gorman, 1962;Walters and Bergiel, 1982;Stern and El-Ansary, 1982). Channel conflict can be either good or bad for the channel system, depending on how manageable it is.…”

“…Intra-channel conflict can also have a covert or overt nature (Stern and Heskett, 1969;Walters and Bergiel, 1982). Covert conflict involves hidden actions by the frustrated member that avoids direct confrontation and does nothing to change its behaviour or the behaviour of other channel members to harmonise their goals.…”

Research Issues in Macro‐Marketing: A Blueprint for Progress

“…If, however, the research is designed to study the same system for its inherent systemic characteristics (rather than for the purpose of advancing a firm's interests) then it is macro in focus. Thus, a channel of distribution could be viewed from micro and macro perspectives [3,35].…”