Испорченные взаимоотношения: осознанная недобросовестность в каналах сбыта (часть 2)
Самаха С., Дант Р., Палматир Р.

Альтернативные модели;
Обсуждение;
Управление эффектами от недобросовестности;
Управление использованием контрактов в присутствии деструктивных факторов;
Оговорки и дополнительные исследования;
Приложение 1.;
Приложение 2.;

Ключевые слова: маркетинг взаимоотношений, контракты, справедливость, каналы сбыта, оппортунизм, конфликт

Аннотация

Для построения сильных каналов сбыта необходимо помнить о факторах, которые могут испортить взаимоотношения. Используя данные долгосрочных исследований 500 фирм и их партнеров, авторы показывают, что осознанная недобросовестность является настоящей отравой взаимоотношений, которая напрямую вредит самим взаимоотношениям, усиливает негативное влияние конфликта и оппортунизма и уменьшает прибыль.

Журнал: «Управление каналами дистрибуции» — №2, 2012 (© Издательский дом Гребенников)
Объем в страницах: 13
Кол-во знаков: около 12,607

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Дант Раджив П.

Заведующий кафедрой маркетинговой стратегии Колледжа бизнеса Майкла Ф. Прайса Университета Оклахомы.

г. Норман, США

Другие статьи автора 2

Палматир Роберт У.

Преподаватель делового администрирования Школы бизнеса Майкла Дж. Фостера Университета Вашингтона.

г. Сиэтл, США

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Самаха Стивен Э.

Старший преподаватель маркетинга Тихоокеанского Лютеранского университета (Pacific Lutheran University).

г. Такома, США

Другие статьи автора 2