Communication Strategies in Marketing Channels: A Theoretical Perspective
Open Access
- 1 October 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 54 (4), 36-51
- https://doi.org/10.1177/002224299005400404
Abstract
Though the marketing literature acknowledges that communication plays a vital role in channel functioning, it provides no integrated theory for channel communication. The authors build a theoretical model to help understand the role of communication in marketing channels. They propose a contingency theory in which communication strategy moderates the impact of channel conditions (structure, climate, and power) on channel outcomes (coordination, satisfaction, commitment, and performance). When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions.Keywords
This publication has 41 references indexed in Scilit:
- Power and social context in superior-subordinate interactionOrganizational Behavior and Human Decision Processes, 1985
- Organizational communication and performance.Journal of Applied Psychology, 1984
- PREDICTING ORGANIZATIONAL EFFECTIVENESS FROM COMMUNICATION ACTIVITIES: A MULTIPLE INDICATOR MODELHuman Communication Research, 1983
- The Economics of Organization: The Transaction Cost ApproachAmerican Journal of Sociology, 1981
- Who gets power — and how they hold on to it: A strategic-contingency model of powerOrganizational Dynamics, 1978
- Conflict, cooperation and trust in three power systemsBehavioral Science, 1976
- Determinants of Coordination Modes within OrganizationsAmerican Sociological Review, 1976
- Organization Structure and CommunicationsAmerican Sociological Review, 1971
- Upward Communication in Industrial HierarchiesHuman Relations, 1962
- A Theory of Interfirm OrganizationThe Quarterly Journal of Economics, 1960