The measurement of merchant power: A case history

Derek R Atkins

Omega, 1975, vol. 3, issue 2, 185-193

Abstract: The use of economic models to decide on the choice of channels of distribution is often abandoned due to the difficulty of isolating where the effective power to control customer's loyalties resides. This paper describes an actual case where it was possible to develop an instrument to measure changing power relationships between merchants to assist in the strategic overhaul of a firm's distribution system.

Date: 1975
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