Strategies against market power in marketing channels

Arne Jensen

Scandinavian Journal of Management, 1993, vol. 9, issue 2, 101-128

Abstract: This article describes a study which develops a new theory regarding the strategies of potential channel leaders against other channel members' market power in marketing channels. First, a theoretical framework for the analysis of market power in marketing channels is developed. This framework is used in a longitudinal case study of mail-order companies' marketing channels in Sweden between 1978 and 1990. During this period, the firms developed a number of countermeasures to the dominance of the Swedish Mail Office in the marketing channel for mail-order parcels. From this observed pattern of behaviour a new theory, experimental competition, is derived and characterized in terms of the theoretical framework.

Keywords: Power; framework; market; power; marketing; channels; power; strategies; mail-order; firms; distribution; channels (search for similar items in EconPapers)
Date: 1993
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