This paper examines relational orientation within distribution channels, a field which is less\r\nexplored and which needs further scrutiny. It has two objectives. It proposes a definition and a\r\nmeasurement scale of relational orientation within distribution channels. A theoretical analysis of\r\nrelationships within distribution channels is conducted in order to better understand how\r\ncompanies of distribution channel develop a relational orientation. Then, a qualitative study and an\r\nexploratory quantitative study are conducted. The results indicate that relational orientation within\r\ndistribution channels is a three-dimension concept: temporary commitment, affective commitment\r\nand dependence.
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