Abstract
Channel interdependence has been repeatedly emphasized as a central construct for understanding channel relationships. Yet, several fundamental questions regarding this construct remain unanswered in the extant literature: How should we conceptualize channel interdependence? How does it relate to dependence, one of the most frequently investigated constructs within the channel literature? How should we measure channel interdependence? Building on advances by other channel researchers, the present paper addresses some conceptual and operational issues related to channel interdependence and provides preliminary evidence regarding the efficacy of alternative measurement approaches.
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