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The role of the institutional environment in marketing channels
Set within the political economy framework, marketing channels literature predominantly has used an efficiency-based task environment perspective and largely overlooked a legitimacy-based institutional environment approach in studying channel attitudes, behaviors, processes and structures. The purpose of the article is to highlight the importance of the institutional environment and develop a comprehensive conceptual framework that incorporates the institutional environment into current marketing channels research. The institutional environment perspective relies on the primacy of: 1. regulatory institutions, 2. normative institutions, and 3. cognitive institutions in influencing the legitimacy of channel members. Using institutional theory, the article augments the current task environment approach by developing 3 institutional processes and their underlying mechanisms and elaborating on how these institutions might influence channel relationships.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Marketing management Organizational behavior Distribution channels Organization theory studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |