Abstract
Despite recent research, Achrol and Stern (1988) state that knowledge about environmental effects on marketing channels remains limited. This paper attempts to empirically investigate the effects of the environment upon the nature of the relationship between a supplier and a retailer involved in dyadic exchange. It is suggested that perceptions of the dyad's environment will affect how dyad members perceive their social economic relationship, and in turn, their behavior. In this study, perceived environmental uncertainty serves as the independent variable, while the dependent variables involve perceived self dependency, attributed supplier dependency, channel conflict, cooperation, and satisfaction.
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Dilts, J.C., Prough, G.E. (2015). Perceived Environmental Uncertainty and Perceptions of the Channel Relationship. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_20
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DOI: https://doi.org/10.1007/978-3-319-17049-7_20
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