Испорченные взаимоотношения: осознанная недобросовестность в каналах сбыта (часть 1) 
Дант Р., Палматир Р., Самаха С.

Факторы, разрушающие отношения;
Концептуальная модель и гипотезы;
Осознанная недобросовестность и негативное влияние конфликтов;
Осознанная недобросовестность и негативное влияние оппортунизма;
Использование контрактов как способ уменьшить влияние разрушающих
взаимосвязи факторов;
Влияние реляционного поведения на участников взаимодействия;
Метод исследования и результаты;
Сбор и обработка данных;
Измерения;
Анализ и разработка модели;
Результаты;

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» — №1, 2012 (© Издательский дом Гребенников)
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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

Другие статьи автора 2

Самаха Стивен Э.

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

г. Такома, США

Другие статьи автора 2