Environmental Relationships of the Internal Political Economy of Marketing Channels

F. Robert Dwyer · M. Ann Welsh

320 citations0/0 files storedJournal of Marketing Research

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Supply Chain and Inventory Management Management and Organizational Studies Business Strategy and Innovation

Abstract

The political economy framework illuminates interplay between the internal and external sociopolitical and economic forces of marketing channels. Framing the collection and analysis of data from retailer informants on channel environments, configuration, and decision structure, a theoretical model is developed for explaining interorganizational responses to uncertainty and dependence constraints of the channel environment. Heterogeneity is hypothesized to precipitate complex and fluid channel structures as a means of coping with uncertainty. In contrast, high levels of variability in the output environment are expected to foster vertical integration and bureaucratization as a means of reducing dependence. Support for both hypotheses is reported and implications for future research are discussed.

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References

1960A Coefficient of Agreement for Nominal Scales 1976Markets and Hierarchies: Analysis and Antitrust Implications.1969The social psychology of organizing 1977Estimating Nonresponse Bias in Mail Surveys 1978Organizational Strategy, Structure, and Process 1976Educational Organizations as Loosely Coupled Systems 1973Designing Complex Organizations 1967Organization and environment

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1990A Transaction Cost Analysis Model of Channel Integration in International Markets 1989Technology Diffusion: An Empirical Test of Competitive Effects 1987Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels 2002The Role of the Institutional Environment in Marketing Channels 2002Export Market-oriented Activities: Their Antecedents and Performance Consequences 1999An Empirical Investigation of Ex Post Transaction Costs in Franchised Distribution Channels

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