Abstract
This research employs spatial econometrics to extend supply chain analysis beyond dyads. The impacts of advertising, company size, and inventory of multiple supply tiers on focal firm inventory levels are investigated. The results indicate that firms should look beyond a single tier of buyers or suppliers when assessing channel members.
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© 2015 Academy of Marketing Science
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Fox, G.L., Gleim, M. (2015). The Marketing Ripple in Supply Chains. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_88
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DOI: https://doi.org/10.1007/978-3-319-10963-3_88
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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