Relationalism: A Vintage But Sound Concept in Distribution Channel Relationships

摘要

Relationalism in strategic distribution channel implies that the channel relationship holds value for the participants above and beyond any gains from individual discreet transactions and relationships, thus creating the incentive to strive to make these channel relationships longterm. It provides channel partners a way to enhance the benefits of distribution channel participation. More importantly in these turbulent economic times, it allows these partners to have less perceived risk in these relationships. As the state of business and the condition of the U.S. (and world) economy becomes more uncertain, these long-term relationships between distribution channel partners becomes an increasingly more important part of a company's long-term strategy.