La dependencia en el canal de comercialización: Una jerarquización de sus componentes

Abstract

This paper is focused on the analysis of dependence between organizations within marketing channels. From a broad view, the marketing channel is a social system where a set of behavioural interactions takes place giving rise to a complex atmosphere. Dependence is a process of major importance within interorganizational relations in marketing channels, and it is a key construct to understand the so-called "interaction atmosphere". In this research, different approach to dependence are analysed empirically, and a hierarchy of dependence components is built.