ULUSLARARASI DAĞITIM KANALLARINDA İLİŞKİLER: BİR YAZIN TARAMASI

Son yıllarda uluslararası dağıtım kanallarındaki ilişkiler, pazarlama araştırmalarındaki önemli ve yaygın inceleme konularından biri haline gelmiştir. Bu çalışmanın amacı, 1990-2001 yılları arasında yayınlanan ve kanal içi ilişkilerin sosyo-psikolojik ve davranışsal boyutlarını araştıran makalelere yönelik bir yazın taraması yapmaktır. Çalışmaya uluslararası dağıtım kanalı ilişkilerini çeşitli yönleriyle ele alan 24 makale dahil edilmiş, bu makaleler bir “değerlendirme tablosu”nda, makalelerde kullanılan temel kavramlar, araştırmanın niteliği, örneklem ve ölçekler, hipotezler ve geliştirilen araştırma soruları ve bulgular başlıkları altında özetlenmiştir. Makalede güç, çatışma, güven, bağımlılık ve iletişim kavramlarının temel değişkenler olarak araştırmalara konu edildiği belirlenmiş, bu kavramlar arasındaki ilişkiler aktarılmaya çalışılmıştır. İncelenen makalelerin yalnızca dördünün kuramsal nitelikte olması, kuramsal modellere duyulan ihtiyacı göstermektedir. Yalnızca iki makalenin kültürel perspektifle emic tasarlanmış olması ve çalışmaların hemen tamamında nicel araştırma yöntemlerinin kullanılmış olması, yazın taraması ile elde edilen diğer sonuçlardır

RELATIONSHIPS IN INTERNATIONAL DISTRIBUTION CHANNELS: A LITERATURE REVIEW

In recent years, distribution channel relationships has become of paramount interest in marketing channels literature. The aim of this study is to review the distribution channel literature, covering the 1990-2001 period, to examine the articles investigating socio-psychological and behavioral dimensions of channel relations. Totally 24 articles, containing various aspects of international distribution channel relations are covered and each article is summarized in a review table presenting the principal features of the studies, namely “the main concepts emphasized”, “the sample and scales”, “hypothesis and future research questions” and “findings”. The review table indicates that only four articles out of 24 are theoretical and the requirement of studying more on theoretical models is emphasized. It also comes to light that merely two articles are designed by the emic approach and in almost every article, the qualitative research methods are employed

Keywords:

Relationships in distribution channels, power, conflict, trust interdependency and communication in distribution channels,

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