2015 | OriginalPaper | Buchkapitel
Enhancing the Power of Channel Leaders
verfasst von : A. Clyde Vollmers
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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Effective leaderships necessary to maintain efficiency and cooperation within a marketing channel. Power is the major variable in determination of the channel leader. Institutional economics provides concepts which enhance the traditional marketing concepts of power. Using a case study, the concepts of social traps, boundaries, ordering the agenda, and transaction costs are used to elaborate upon the application of the traditional power sources.