Substructural dimensions of interorganizational relations in marketing channels
James R. Brown D.B.A., Sherman A. Timmins Ph.D.
Journal of the Academy of Marketing Science · 1981 · Volume 9 · Issue 3
Abstract
Indicants of the four primary dimensions of interorganizational relations (i.e. degree of formalization, degree of intensity, degree of reciprocity, and degree of standardization) were classified as either substructural or superstructural elements of interorganizational networks. Marketing channels of distribution were described as interorganizational systems of sellers and resellers. Types of marketing channels were categorized according to their degree of formalization. Relationships between this element of interorganizational network substructure and the other three dimensions of substructure were hypothesized. In general, as the degree of formalization among marketing channel members increases, the degree of intensity, the degree of reciprocity, and the degree of standardization are also expected to increase.
Keywords
Channel Member, Marketing Channel, Market Channel, Franchise System, Interorganizational Network
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