Inter-organisational relationships. Marketing Channels Value Chains Value-delivery networks. Marketing Channels. Sets of interdependent organisations involved in making a product available to the end-user customer ( Stern and El Ansary 1996). Supplier. Manufacturer. Distributor. Retailer.
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(Hunt and Nevin 1974, Johnson et al 1993)
- importance of relationships and regular contact between decision makers
Distribution is too important to be left to ad-hoc transactions
VMS formalise leadership
control and manage conflict
A wider term than VMS
horizontal cooperation and integration
a partnership of equals
see Johnson and Scholes Ch 7
Draw a network map of a company’s relationships and identify conflicting interests
Includes interaction between the industry
and the host society and environment
optimum size and efficiency
decline and decay