A Choice Model to Predict Influence Strategies in Marketing Channels
Soumava Bandyopadhyay

This article proposes a theoretical choice model to explain how firms in marketing channels decide to use specific influence strategies to alter the actions of their channel partners. A nested logit model is suggested as the appropriate model to explain the choice of influence strategies. Conceptual justification is provided for the proposed model. The validity of the major assumptions behind the nested logit model in a marketing channel context is explained. Future research directions are discussed, including how the proposed model may be empirically estimated.

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