Dealing with Cheating in Distribution
- 1 February 1989
- journal article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 23 (2) , 123-129
- https://doi.org/10.1108/eum0000000000551
Abstract
This article describes the cheating that occurs among members vertically aligned in channels of distribution, the reasons behind this behaviour, the cost, and the solutions that channel partners can adopt in order to reduce the incidence or lower the consequences of their partners cheating in their channel relations.Keywords
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