An Empirically Derived Taxonomy of Manufacturer–Retailer Channel Structures

Abstract

Despite efforts at channels theory integration, observers note that this literature lacks a systematic taxonomy of channel systems that reflects the literature's diversity. This study advances a framework that depicts channel structure as being composed of two dimensions: operational integration and joint decision-making. It also illustrates the sociopolitical, economic, and strategic antecedents to channel structure. Using finite mixture regression, differences in various types of manufacturer–retailer channel structure are explored. Based on this analysis, six classes of manufacturer–retailer channel structures are identified.

Publication Title

Journal of Marketing Channels

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