Toward a Theory of Structural Change and Evolution in Marketing Channels
- 1 December 1990
- journal article
- Published by SAGE Publications in Journal of Macromarketing
- Vol. 10 (2) , 18-46
- https://doi.org/10.1177/027614679001000203
Abstract
At a given time, the organizational structure of a channel shapes the flow of marketing activity. Over time, the flow of marketing activity shapes the organizational structure of the channel. This article explains how activity shapes organizational structure. It draws on recent advances in analyzing the dynamics of systems and research in urban dynamics. Different types of dynamic models are described and illustrated, and research implications are outlined.Keywords
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