DAĞITIM KANALLARINDA BAYİLERİN ÜRETİCİ FİRMA LEHİNE İŞBİRLİĞİ DAVRANIŞLARINI ETKİLEYEN FAKTÖRLERİ İNCELEYEN BİR ARAŞTIRMA

Abstract

This paper highlights the importance of cooperative behaviors between supplier firms and independent resellers in contractual distribution channels, where each reseller (i.e., dealer) acts as an independent profit center. Three major facets of cooperation (i.e., solidarity, information exchange, and flexibility) are discussed, and two major factors (dependence and trust) are theorized as facilitating cooperative behaviors. Supplier dependence, dealer dependence, and dealer’s trust on the supplier are hypothesized as promoting cooperative tendencies of resellers. The relationships hypothesized in the conceptual section of the article are subjected to empirical testing using data obtained from 192 independent dealers in the Turkish automobile industry. Theoretical and managerial implications of the study findings are discussed.