This paper examines relational orientation within distribution channels, a domain which is still\r\nlittle explored and which raises controversies. Specifically, our aim is to propose an explanatory\r\nmodel of relational orientation within distribution channels. To this end, a theoretical analysis\r\nof relationships within distribution channels is conducted in view to better understand how\r\ncompanies of a distribution channel develop a relational orientation. A study of the variables\r\nthat condition its implementation is carried out. This study points out to the role of relational\r\nnorms and trust in developing a relational orientation within distribution channels.
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