Analysing the Effect of Digital Technology on Channel Strategy, Power and Disintermediation in the Home Video Market: The Demise of the Video Store?
Abstract
The antecedents of channel power (e.g. El-Ansary and Stern, 1972) and the impact of channel
structure ( e.g. Anderson and Narus,1984) on channel dynamics have long been important
topics within the channel literature. In addition to the theoretical and methodological
contributions, research in these areas has helped channel managers to understand how power
is generated and used in coordinating distribution strategies in different contexts. The study
presented in this paper builds upon these previous literatures, which are first briefly reviewed
below.The antecedents of channel power (e.g. El-Ansary and Stern, 1972) and the impact of channel
structure ( e.g. Anderson and Narus,1984) on channel dynamics have long been important
topics within the channel literature. In addition to the theoretical and methodological
contributions, research in these areas has helped channel managers to understand how power
is generated and used in coordinating distribution strategies in different contexts. The study
presented in this paper builds upon these previous literatures, which are first briefly reviewed
below.
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Conference Title
Marketing Accountabilities and Responsibilities, Proceedings of Australian & New Zealand Marketing Academy 2004
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Copyright Statement
© The Author(s) 2004. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).