본문 바로가기
KERD
논문KCI 등재

Achieving distribution equity through emotional functionalities and value-based bonding: An analysis with structural equation modeling

Subhajit Bhattachary|Anurag Singh
한국마케팅과학회 (Korean Scholars of Marketing Science)|2016.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제26권 제1호|pp. 66-88|DOI http://dx.doi.org/10.1080/21639159.2015.1116779

1

조회

0

다운로드

1

인용

0

참고문헌

키워드

Distribution equityemotional functionalitiestangible functionalitieschannel-based distribution equitydistribution efficiency分销资产情感功能有形性功能以渠道为基础的 分销资产分销效率
주제분류경영학

초록

In the current competitive situation, distribution channels play an important role to create and develop a value-based setup in which companies can easily pipeline their products into the market. The distribution channels and their efficiencies are dependent on relationship bonding between channel partners and the company, backed by company value-sharing policies. Both emotional functionalities and tangible functional value play key roles in the success of distribution channel management. The current research is a thoughtful attempt to develop a framework to understand and explore the linkages among emotional linkage, tangible functional value and the value-based channel nexus to strengthen channelbased distribution equity. A total of 156 direct responses from channel members were collected from the FMCG industry across business territories of eastern India. The empirical data was analysed with structural equation modeling. The findings of the current research article illustrate a novel approach to manage a marketing distribution channel to create a higher level of emotional connectivity and engagement between the company and distribution channel partner. This would lead to the creation of channel-based distribution equity in the FMCG indust1ry.

Abstract

In the current competitive situation, distribution channels play an important role to create and develop a value-based setup in which companies can easily pipeline their products into the market. The distribution channels and their efficiencies are dependent on relationship bonding between channel partners and the company, backed by company value-sharing policies. Both emotional functionalities and tangible functional value play key roles in the success of distribution channel management. The current research is a thoughtful attempt to develop a framework to understand and explore the linkages among emotional linkage, tangible functional value and the value-based channel nexus to strengthen channelbased distribution equity. A total of 156 direct responses from channel members were collected from the FMCG industry across business territories of eastern India. The empirical data was analysed with structural equation modeling. The findings of the current research article illustrate a novel approach to manage a marketing distribution channel to create a higher level of emotional connectivity and engagement between the company and distribution channel partner. This would lead to the creation of channel-based distribution equity in the FMCG indust1ry.

참고문헌 (148)

  1. Alderson, W., "Dynamic marketing behavior" (1965), Richard D. Irwin
  3. Anderson, J. C., "Structural modeling in practice: A review and recommended two-step approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  4. Bagchi, B., "Influence of working capital management on profi tability:A Study on Indian FMCG compa", International Journal of Business and Management, 22(7), pp.1~10 (2012)
  5. Bagozzi, R. P., "On the evaluation of structural equation models", Journal of Academy of, Marketing Science, 16(1), pp.74~94 (1988)
  6. Battezzati, L., "Supply chains for FMCG and industrial products in Italy:Practices and the advantage of postponement", International Journal of Physical Distribution &Logistics Management, 30, pp.413~424 (2000)
  7. Bauer, H. H., "Building customer relations over the Internet", Industrial Marketing Management, 31, pp.155~163 (2001)
  8. Bellin, H., "Best practice channel management : The channel management framework", Journal of Marketing Channels, 14, pp.117~127 (2006)
  9. Betancourt, R. R., "Distribution services and economic power in a channel", Journal of Retailing, 74, pp.37~60 (1998)
  10. Black, G. S., "Trust and commitment: Reciprocal and multidimensional concepts in distribution relationships", SAM Advanced Management Journal, 73, pp.46~55 (2008)
  11. Boyle, B., "Influence strategies in marketing channels: Measures and use indifferent relationship structures", Journal of Marketing Research, 24, pp.462~473 (1992)
  12. Brettel, M., "Distribution channel choice of new entrepreneurial ventures", Entrepreneurship: Theory and Practice, 35, pp.683~708 (2011)
  13. Brousseau, E., "Les teories des contrats: une revue", Revue de Economie Politique, 103(1), pp.1~82 (1993)
  14. Brown, J. R., "Power and relationship commitment: Their impact on marketing channel member performance", Journal of Retailing, 71, pp.363~392 (1995)
  15. Brown, J. R., "conflict and power-dependence relations in retailer-supplier channels", Journal of Retailing, 59, pp.53~80 (1983)
  16. Byrne, B. M., "Structural equation modeling with AMOS" (2010), Routledge
  17. Cann, C. W., "Eight steps to building a business-tobusiness relationship", Journal of Business &Industrial Marketing, 13, pp.393~405 (1998)
  18. Shu-Chuan Chu, "Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products", Journal of Global Fashion Marketing, 4(3), pp.158~174 (2013), 한국마케팅과학회[DOI]
  19. Cicic, M., "Antecedents of international performance: A service firms’perspective", European Journal of Marketing, 36, pp.1103~1118 (2001)
  20. Cochran, W. G., "Sampling Techniques" (1977), Wiley
  21. Coughlan, A. T., "Marketing Channels" (2006), Prentice-Hall
  22. Cronin, J. J., "An assessment of the role performance measurement of power-dependency in marketing channels", Journal of Business Research, 30, pp.201~210 (1994)
  23. Crosby, L. A., "Relationship quality in services selling: An interpersonal Influence perspective", Journal of Marketing, 54(3), pp.68~81 (1990)
  24. Daft, R. L., "Management" (1988), The Dryden Press
  25. Daniel, J., "Sampling essentials:Practical guidelines for making sampling choices", pp.125~174 (2012), SAGE
  26. Das, T. K., "Between trust and control: Developing confi dence in partner cooperation in alliances", Academy of Management Review, 23, pp.491~512 (1998)
  27. Davis, D. F., "Organizational factors in sales forecasting management", International Journal of Forecasting, 23, pp.475~495 (2007)
  28. de Lurdes Veludo, M., "Framework for relationships and networks", Journal of Business & Industrial Marketing, 21, pp.199~204 (2006)
  29. Denzin, N., "The sage handbook of qualitative research" (2005), Sage
  30. Ding, C. S., "Stratified random sampling for power estimation", IEEE Transactions on Computer-Aided Design of Integrated Circuits and Systems, 17, pp.465~471 (1998)
  31. Dwyer, F. R., "A transaction cost perspective on vertical contractual structure and interchannel competitive strategies", Journal of Marketing, 52, pp.21~34 (1988)
  32. Dyer, J. H., "The relational view: Cooperative strategy and sources of interorganizational competitive advantage", Academy of Management Review, 23(4), pp.660~679 (1998)
  33. El-Ansary, A., "Power measurement in the distribution channel", Journal of Marketing Research, 9, pp.47~52 (1972)
  34. Etgar, M., "Channel domination and countervailing power in distribution channels", Journal of Marketing Research, 13(3), pp.254~262 (1976)
  35. Etgar, M., "Sources and types of intra-channel conflict", Journal of Retailing, 55, pp.61~75 (1979)
  36. Fehr , Ernst, "Fairness and retaliation: The economics of reciprocity", Journal of Economic Perspectives, 14, pp.159~182 (2000)
  37. Field, A., "Discovering statistics using SPSS" (2009), SAGE
  38. Flick, U., "Managing quality in qualitative research" (2008), Sage
  39. Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)
  40. Frazier, G., "On the measurement of interfirm power in channels of distribution", Journal of Marketing Research, 20(2), pp.158~166 (1983)
  41. Frazier, G., "Interfirm Influence strategies and their application within distribution channels", Journal of Marketing, 48, pp.43~55 (1984)
  42. Frazier, G., "Perceptions of interfirm power and its use within a franchise channel of distribution", Journal of Marketing Research, 23, pp.69~76 (1986)
  43. Frazier, Gary L., "Dealer dependence levels and reciprocal actions in a channel of distribution in a developing country", Journal of Marketing, 53, pp.50~69 (1989)
  44. Gaski, J., "Distribution channels: A validation study", International Journal of Physical Distribution & Logistics Management, 26, pp.64~93 (1996)
  45. Gaski, J., "The differential effects of exercised and unexercised power sources in a marketing channel", Journal of Marketing Research, 22, pp.130~142 (1985)
  46. Gaski, J. F., "The theory of power and conflict in channels of distribution", Journal of Marketing, 48(3), pp.9~29 (1984)
  47. Gaski, J. F., "Interrelations among a channel entity’s power sources: Impact of the exercise of reward and coercion on expert, referent, and legitimate power sources", Journal of Marketing Research, 23, pp.62~77 (1986)
  48. Gassenheimer, J. B., "The impact of dependence on dealer satisfaction: A comparison of reseller-supplier relationship", Journal of Retailing, 70, pp.253~266 (1994)
  49. Gassenheimer, J. B., "Long-term channel member relationships", International Journal of Physical Distribution & Logistics Management, 26, pp.94~116 (1996)
  50. Gensler, S., "Evaluating channel performance in multi-channel environments", Journal of Retailing and Consumer Services, 14, pp.17~23 (2007)
  51. Geyskens, I., "Generalizations about trust in marketing channel relationships using meta-analysis", International Journal of Research in Marketing, 15, pp.223~248 (1998)
  52. Geyskens, I., "The effects of trust and interdependence on relationship commitment: A transAtlantic study", International Journal of Research in Marketing, 13, pp.303~317 (1996)
  53. Geyskens, I., "A meta-analysis of satisfaction in marketing channel relationships", Journal of Marketing Research, 36, pp.223~238 (1999)
  54. Glaeser, E. L., "Measuring trust", Quarterly Journal of Economics, 115, pp.811~846 (2000)
  55. Glanze, W. D., "Longman dictionary of psychology and psychiatry" (1984), Longman
  56. Bruno Godey, "Modeling links between the decision-making process and luxury brand attachment: An international comparison", Journal of Global Scholars of Marketing Science(마케팅과학연구), 23(4), pp.361~378 (2013), 한국마케팅과학회[DOI]
  57. Gonzalez-Padron, T., "Exploiting innovative opportunities in global purchasing: An assessment of ethical climate and relationship performance", Industrial Marketing Management, 37, pp.69~82 (2008)
  58. Greenwood, M., "Trust and stakeholder theory: Trustworthiness in the organisation-stakeholder relationship", Journal of Business Ethics, 95, pp.425~438 (2010)
  59. Simone Guercini, "Time in business-to-business interactions. A case analysis in textile and clothing", Journal of Global Fashion Marketing, 5(1), pp.87~102 (2014), 한국마케팅과학회[DOI]
  60. Gundlach, G. T., "The structure of commitment in exchange", Journal of Marketing, 59, pp.78~92 (1995)
  61. Hair, J. F., "Multivariate Data Analysis" (2008), Pearson Education
  62. 김용순, "The Impact of Justice of Layoff on Management Trust, Job Satisfaction and Organizational Commitment in the Hotel Corporations", Journal of Global Scholars of Marketing Science(마케팅과학연구), 18(1), pp.115~139 (2008), 한국마케팅과학회
  63. Hewett , K., "Dependence, trust and relational behaviour on the part of foreign subsidiary marketing operations: Implications for managing global marketing operations", Journal of Marketing, 65, pp.51~66 (2001)
  64. Holm, D. B., "Creating value through mutual commitment to business network relationships", Strategic Management Journal, 20, pp.467~486 (1999), Wiley
  65. Hu , L. T., "Cutoff criteria for fit indexes in covariance structure analysis:Conventional criteria versus alternatives", Structural Equation Modeling, 6, pp.1~55 (1999)
  66. Hunt, K. A., "The relationship between channel conflict and information processing", Journal of Retailing, 71(4), pp.417~436 (1995)
  67. Hunt , S, "Power in a channel of distribution: Sources and consequences", Journal of Marketing Research, 11(2), pp.186~193 (1974)
  68. Hunt, S., "Behavioral dimensions of channels of distribution: Review and synthesis", Journal of the Academy of Marketing Science, 13(Fall), pp.24~36 (1985)
  69. Huntley, J. K., "Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention", Industrial Marketing Management, 35(6), pp.703~714 (2006)
  70. Interdependency Frazier, G. L., "Physical distribution and channel management: A knowledge and capabilities perspective", Journal of Supply Chain Management, 45, pp.23~36 (2009)
  71. Iyer, G., "Information and inventory in distribution channels", Management Science, 53, pp.1551~1561 (2007)
  72. Jap, S. D., "‘Pie sharing’ in complex collaboration contexts", Journal of Marketing Research, 38, pp.86~99 (2001)
  73. Johnson, J. L., "Strategic integration in industrial distribution channels: Managing the interfirm relationship as a strategic asset", Journal of the Academy of Marketing Science, 27, pp.4~18 (1999)
  74. Johnson, J. L., "The exercise of interfirm power and its repercussions in US-Japanese channel relationships", Journal of Marketing, 57, pp.1~10 (1993)
  75. Johnson, Jean L., "Market-focused strategic fl exibility: Con- ceptual advances and an integrative model", Journal of the Academy of Marketing Science, 31, pp.74~89 (2003)
  76. Joreskog, K. G., "LISREL 8 User’s Reference Guide" (1993), Scientific Soft ware
  77. Katsikeas, C. S., "Determinants of export performance in a European context", European Journal of Marketing, 30, pp.6~35 (1996)
  78. Khan, S., "Corporate social performance of Indian FMCG companies", Social & Environmental Accounting, 3, pp.180~201 (2009)
  79. Kim, D., "Information System Innovations and Supply Chain Management: Channel Relationships and Firm Performance", Journal of the Academy of Marketing Science, 34, pp.40~54 (2006)
  80. Kline, R. B., "Principles and Practice of Structural Equation Modeling" (1998), Guildford Press
  81. Kotler, P., "Marketing management: Analysis, planning, implementation, and control" (1991), Prentice-Hall
  82. Kotler, P., "Marketing Management" (2008), Prentice-Hall
  83. An examination of channel conflict management from a process viewpoint, "Koza, K. L.", College of Business Administration, ~ (2006)
  84. Koza, K. L., "effects of relationship climate, control mechanism, and communications on conflict resolution behavior and performance outcomes", Journal of Retailing, 83, pp.279~296 (2007)
  85. Kumar, D., "FMCG industry: Design & development of an integrated supply chain system", 4thAnnual Lean Management Solutions Conference 2004 , Conference Proceedings, 2004 (2004)
  86. Kumar, N., "The effects of supplier fairness on vulnerable resellers", Journal of Marketing Research, 32, pp.54~65 (1995)
  87. Kumar , Nirmalya, "The effects of perceived Inter- dependence on dealer attitudes", Journal of Marketing Research, 32, pp.348~356 (1995)
  88. La, Q. V., "Determinants of export performance across service types: A conceptual model", Journal of Services Marketing, 19, pp.379~391 (2005)
  89. Ladhari, R., "The effect of consumption emotions on satisfaction and word-of-mouth communication", Psychology & Marketing, 24, pp.1085~1108 (2007)
  90. Laine, S., "Stratified sampling for stochastic transparency", Computer Graphics Forum, 30, pp.1197~1204 (2011)
  91. Leonidou, C. L., "Industrial manufacturer–customer relationships: The discriminating role of the buying situation", Industrial Marketing Management, 33, pp.731~742 (2004)
  92. Lovett, S., "Guanxi versus the market: Ethics and efficiency", Journal of International Business Studies, 30(2), pp.231~247 (1999)
  93. Lusch, R., "Sources of power: Their impact on intrachannel conflict", Journal of Marketing Research, 13, pp.283~290 (1976)
  94. Lusch, Robert F., "Interdependency, Contracting, and Relational Behavior in Marketing Channels", Journal of Marketing, 60, pp.19~38 (1996)
  95. Mardia, K. V., "Measures of multivariate skewness and kurtosis with applications", Biometrika, 57, pp.519~530 (1970)
  96. Mathur, M., "Drivers of channel equity: Linking strategic marketing decisions to market performance", The Marketing Review, 13, pp.393~414 (2013)
  97. Mehta, R., "Marketing channel management and the sales manager", Industrial Marketing Management, 31, pp.429~439 (2002)
  98. Mehta, R., "Research note: Role of the sales manager in channel management: Impact of organizational variables", Journal of Personal Selling & Sales Management, 20, pp.81~88 (2000)
  99. Meng, X., "Scalable simple random sampling and stratified sampling", Proceedings of the 30th International Conference on Machine Learning (ICML 2013), 28 (2013), JMLR: W&CP
  100. Mishra, D. P., "FMCG distribution channels in India: Challenges and opportunities for manufacturers and retailers", Journal of Global Business Issues, 2, pp.175~182 (2008)
  101. Morgan, N. A., "Antecedents of export venture performance a theoretical model and empirical assessment", Journal of Marketing, 68, pp.90~108 (2004)
  102. Morgan, Robert M., "The commitment– trust theory of relationship marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
  103. Milka Mustonen, "Success indicators in various fashion business models", Journal of Global Fashion Marketing, 4(2), pp.74~92 (2013), 한국마케팅과학회[DOI]
  104. Netemeyer, R. G., "Scaling procedures: Issues and applications" (2003), Sage
  105. Offerman, Theo, "Hurting hurts more than helping helps", European Economic Review, 46, pp.1423~1437 (2002)
  106. Pedroso, M. C., "Knowledge and information flows in supply chains: A study on pharmaceutical companies", International Journal of Production Economics, 122, pp.376~384 (2009)
  107. Ping, R. A., "Antecedents of satisfaction in a marketing channel", Journal of Retailing, 79, pp.237~248 (2003)
  108. Porter, M., "Competitive strategy" (1980), The Free Press
  109. Ramanathan, V., "Retailing Channel Enhancement Strategies Adopted by FMCG Companies in South Indian Rural Markets", The ICFAIAN Journal of Management Research, 6, pp.66~70 (2007)
  110. Rawwas, M. Y. A., "Management of conflict using individual power sources: A retailer’s perspective", Journal of Business Research, 1, pp.49~64 (1997)
  111. Rehman , Shams Ur, "Role of trust and commitment", Interdisciplinary Journal of Contemporary Research in Business, 4, pp.606~616 (2012)
  112. Riff e, D., "The effectiveness of simple and stratified random sampling in broadcast news content analysis", Journalism & Mass Communication Quarterly, 73, pp.159~168 (1996)
  113. Rose, G. M., "Interorganizational task and emotional conflict with international channels of distribution", Journal of Business Research, 57, pp.942~950 (2004)
  114. Rosenbloom, B., "Marketing channels: A management view" (2003), Cengage Learning
  115. Ruekert, R. W., "Reliability and validity of alternative measures of channel member satisfaction", Journal of Marketing Research, 21, pp.226~233 (1984)
  116. Schul, P., "he impact of channel leadership behaviour on intrachannel conflict", Journal of Marketing, 47, pp.21~34 (1983)
  117. Schul, P. L., "Channel climate: Its impact on channel member’s satisfaction", Journal of Retailing, 61, pp.9~38 (1985)
  118. Schumacker, R. E., "A Beginner’s guide to structural equation modeling" (1996), Erlbaum
  119. Schurr, P. H., "Buyer-seller relationship development episodes: Theories and methods", Journal of Business & Industrial Marketing, 22, pp.161~170 (2007)
  120. Sharma, N., "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services", International Journal of Service Industry Management, 11, pp.470~490 (2000)
  121. Sheu, J. B., "Channel power, commitment and performance toward sustainable channel relationship", Industrial Marketing Management, 38, pp.17~31 (2009)
  122. Singh, R., "effect of channel conflict on channel efficiency: Few improved conceptual models for various conflict resolution strategies", Management & Labour Studies, 31, pp.18~31 (2006)
  123. Skinner, S. J., "Perceptions of channel control", Journal of Retailing, 61, pp.65~88 (1985)
  124. Skinner, S. J., "Cooperation in supplier-dealer relations", Journal of Retailing, 68, pp.174~193 (1992)
  125. So, J. T., "Corporate branding, emotional attachment and brand loyalty: The case of luxury fashion branding", Journal of Fashion Marketing and Management, 17, pp.403~423 (2013)
  126. Song Michael, "The antecedents and consequences of manufacturer– distributor cooperation: An empirical test in the U.S. and Japan", Journal of the Academy of Marketing Science, 36, pp.215~233 (2008)
  127. Spector, P. E., "Summated rating scale construction: An introduction" (1992), Sage
  128. Srinivasan, R., "Dual distribution and intangible firm value: Franchising in restaurant chains", Journal of Marketing, 70, pp.120~135 (2006)
  129. Stern, L. W., "Customer-driven distribution systems", Harvard Business Review, 65, pp.34~41 (1987)
  130. Stern, L. W., "Marketing Channels" (1996), Prentice-Hall
  131. Stern, L. W., "Managing conflict in distribution channels: A laboratory study", Journal of Marketing Research, 10, pp.169~179 (1973)
  132. Styles, C., "Successful export practice: The UK experience", International Marketing Review, 11, pp.23~47 (1994)
  133. Sudharshan, D., "Distribution equity: Creating value through managing knowledge relationships with distribution channels", Journal of Market-Focused Management, 2, pp.309~338 (1998)
  134. Sutherland, S., "The Macmillan Dictionary of Psychology" (1989), The Macmillan Press Ltd
  135. Svensson, G., "Vulnerability scenarios in marketing channels", Supply Chain Management: An International Journal, 7, pp.322~333 (2002)
  136. Sweeney, J. C., "How functional, psychological, and social relationship benefits Influence individual and firm commitment to the relationship", Journal of Business & Industrial Marketing, 22, pp.474~488 (2007)
  137. Valos, M. J., "A qualitative study of multi-channel marketing performance measurement issues", Journal of Database Marketing & Customer Strategy Management, 15, pp.239~248 (2008)
  138. Wagner, S. M., "Configuring and managing strategic supplier portfolios", Industrial Marketing Management, 33, pp.717~730 (2004)
  139. Walter, A., "Value creation in buyer-seller relationships", Industrial Marketing Management, 30, pp.365~377 (2001)
  140. Weitz, B. A., "Relationship Marketing and Distribution Channels", Journal of the Academy of Marketing Science, 23, pp.305~320 (1995)
  141. Wilkinson, I., "Distribution channel managements: Power considerations", International Journal of Physical Distribution & Logistics Management, 5, pp.31~41 (1996)
  142. Yan, R., "Managing channel coordination in a multi-channel manufacturer-retailer supply chain", Industrial Marketing Management, 40, pp.636~642 (2011)
  143. Yan, R., "Product distribution and coordination strategies in a multi-channel context", Journal of Retailing and Consumer Services, 18, pp.19~26 (2011)
  144. Yan, R., "Channel integration and profit sharing in the dynamics of multichannel firms", Journal of Retailing and Consumer Services, 17, pp.430~440 (2010)
  145. Yuan, K. H., "Normal distribution psuedo ML for missing data: Wuth applications to mean and covariance structure analysis", Journal of Multivariate Analysis, 100, pp.1900~1918 (2009)
  146. Zellweger, T. M., "On the Emotional Value of Owning a Firm", Family Business Review, 21, pp.347~363 (2008)
  147. Zhang , B.-yu, "The distribution mode analysis and optimization modeling of regional Fast Moving Consumer Goods", IEEE 18th International Conference on Industrial Engineering and Engineering Management (2011)
  148. Zhang, J., "Technical and economic impacts of active management on distribution network", International Journal of Electrical Power & Energy Systems, 31, pp.130~138 (2009)

관련 논문AI추천

How to Measure Relationship Value in Principal-Retailer ContextAgus W. SOEHADI, Mukhamad NAJIB, Prita PRASETYA한국유통과학회 · 유통과학연구2021 · 제19권 제1호Impact of Goal Divergence, Unbalanced Dependence and Miscommunication on Marketing Channel Satisfaction한국유통과학회 · 유통과학연구2025 · 제23권 제8호Impact of Economic Value in the O2O Distribution Channel on Brand Attractiveness and Performance안영효, 최석범, DAR Qaiser Farooq, JOO Hye-Young, MIN Hokey한국유통과학회 · 유통과학연구2023 · 제21권 제2호Environmental Variability, Opportunism, Trust and Network Effect in Channel Relationships김민정한국유통과학회 · 유통과학연구2025 · 제23권 제5호Impact of Restrictive Trade Policies, Channel Conflict and Uncertain Business Environment on Marketing Channel Satisfaction in FMCG Sector한국유통과학회 · 유통과학연구2025 · 제23권 제11호Time Lost forever: Relational bonds of watch manufacturers with retailers in IndiaVibhas AMAWATE한국유통과학회 · 유통과학연구2021 · 제19권 제5호

이 간행물의 다른 논문 (6건)

From the special issue editors: Global Business-to-Business Marketing한상린, C. Anthony Di Benedettopp. 1-3The effects of ambidextrous alliances on product innovationS. Hwan Song, Marco JinHwan Kim, 강진아pp. 4-18Corporate social responsibility in B2B relationships: Examining the effects of multifaceted supplier CSR on business customers trustSimon Sang Hoon Childs, 한상린pp. 19-35Business-to-business sponsorship opportunities: Examining UPS’s functional congruence with the NCAAJohn A. Fortunatopp. 36-50The effects of internal marketing capability on export marketing strategy, B2B marketing mix and export performanceKyong Ryul Koo, 김경훈, 김상진pp. 51-65
원문 보기