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Environmental Relationships of the Internal Political Economy of Marketing Channels

F. Robert Dwyer and M. Ann Welsh
Journal of Marketing Research
Vol. 22, No. 4 (Nov., 1985), pp. 397-414
DOI: 10.2307/3151585
Stable URL: http://www.jstor.org/stable/3151585
Page Count: 18
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Environmental Relationships of the Internal Political Economy of Marketing Channels
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Abstract

The political economy framework illuminates interplay between the internal and external sociopolitical and economic forces of marketing channels. Framing the collection and analysis of data from retailer informants on channel environments, configuration, and decision structure, a theoretical model is developed for explaining interorganizational responses to uncertainty and dependence constraints of the channel environment. Heterogeneity is hypothesized to precipitate complex and fluid channel structures as a means of coping with uncertainty. In contrast, high levels of variability in the output environment are expected to foster vertical integration and bureaucratization as a means of reducing dependence. Support for both hypotheses is reported and implications for future research are discussed.

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