Abstract
The primary objective of this article is to integrate concepts from traditional leadership theory with the existing knowledge of channel behavior, with the purpose of moving toward a contingency theory of channel leadership. A justification for the relevance of traditional leadership theories to the marketing channel is presented. The marketing channel is viewed as a “superorganization” consisting of interdependent members with characteristics such as hierarchical structure and integration through subordination. The path-goal contingency leadership theory is then described in a marketing channel context. Research propositions focus on the relative effectiveness of various leadership styles used by the channel leader's boundary personnel.
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