O ambiente das díades de canalde marketing: um arcabouço para análises comparativas
Ravi Singh AchrolI; Torger ReveII; Louis W. SternIII
IGeorge Washington University
IIBI Norwegian School of Management
O arcabouço de economia política para a análise comparativa de díades de canal de marketing proposto por Stern e Reve (1980) concentrava-se principalmente nas ralações entre os membros dos canais. Este artigo amplia o arcabouço de economia política, indicando como fatores ambientais, portanto externos, a uma díade poderiam influenciar e afetar a estrutura e os processos da díade. Quando combinado com o artigo original de Stern e Reve, a perspectiva geral resultante deve fornecer uma base abrangente para o desenvolvimento de teorias na área de canais de marketing.
Palavras-chave: Economia política, canais de marketing, análise comparativa de díades, fatores ambientais.
The political economy framework for the comparative analysis of marketing channel dyads proposed by Stern and Reve (1980) focused mainly on relationships between channel members. This article extends the political economy framework by indicating how environmental factors (i.e., factors external to a dyad) might influence and affect the structure and processes of the dyad. When combined with the original article by Stern and Reve, the resulting overall perspective should provide a comprehensive basis for theory development and research in the marketing channel area.
Key words: Political economy, marketing channels, comparative analysis of dyads, environmental factors.
Texto completo disponível apenas em PDF.
Full text available only in PDF format.
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Aprovado em 01.02.2006.
Ravi Singh Achrol
Professor de Marketing da George Washington University.
Interesses de pesquisa na área de Marketing.
Endereço: School of Business, George Washington University, 307, Funger Hall 2201, G Street, NW â Washington, DC, 20052, USA.
Professor de Estratégia e Logística da BI Norwegian School of Management.
Interesses de pesquisa nas áreas de Marketing, Estratégia e Logística.
Endereço: BI Norwegian School of Management, NO-0442, Oslo, Norway.
Louis W. Stern
Professor emérito de Marketing da Kellogg School of Management â Northwestern University.
Interesses de pesquisa na área de Marketing.
Endereço: Northwestern University, Kellogg School of Management, 2001 N. Sheridan Rd., Evanston â Illinois, 60208-2001, USA.