Reply To: Managing Channel Profits: Comment

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Abstract
We welcome Moorthy's Comment (Moorthy, K. S. 1987. Managing channel profits: Comment. Marketing Sci. 6 (Fall) 375–379.). It provides an opportunity to clarify several issues raised in our 1983 paper. That paper was motivated by one concern—channel coordination. We believed that channel members benefit from coordination and that many institutional arrangements, such as quantity discounts, are actually coordinating mechanisms. We developed a simple model to demonstrate our belief. For historical accuracy, McGuire and Staelin (cited by Moorthy) had already independently developed a useful model of duopolistic channel competition. Being unaware of their working paper, our model not surprisingly differed from theirs. Both papers provide important but different insights into channel management.

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