Creating Shared Vision in the Marketing Channel Network

Abstract

The marketing channel information network-composed of actors within the channel, activity links, and resource ties-is proposed to be a key element in creating an efficient marketing channel working environment. The shared vision for such channel networks is created by activity links between the actors, the learning mood of the channel, and by the channel's cultural foundation. Contingency-based intrachannel constraints are suggested to moderate the relationships between the channel's organizational arrangement and shared vision within the channel, and between shared vision and channel performance. To enhance theory and practice, this paper integrates the previous constructs into a marketing channel information network model and presents practical and actionable propositions.