Continuity Expectations in Vertical Marketing Systems: a Dyadic Perspective of Domestic and International Franchising
Description:
An emerging paradigm shift in the marketing discipline has prompted renewed research interest in the nature and scope of exchange. A common theme in the research to date is a departure from the traditional transactional orientation to a relational perspective of exchange. The relational emphasis is particularly germane to contractual Vertical Marketing Systems (VMS) where the emphasis is on long-term, mutually beneficial interaction between various channel members. The franchisor-franchisee rel…
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Date:
May 1999
Creator:
Mehta, Sanjay S. (Sanjay Subhash)