Communication Strategies in Marketing Channels: A Theoretical Perspective
构建了一个理论模型，提出沟通策略作为调节变量，影响渠道条件（结构、氛围、权力）对渠道结果（协调、满意、承诺、绩效）的作用，并指出策略与条件匹配时结果更优。
Though the marketing literature acknowledges that communication plays a vital role in channel functioning, it provides no integrated theory for channel communication. The authors build a theoretical model to help understand the role of communication in marketing channels. They propose a contingency theory in which communication strategy moderates the impact of channel conditions (structure, climate, and power) on channel outcomes (coordination, satisfaction, commitment, and performance). When a communication strategy matches the channel conditions, channel outcomes will be enhanced in comparison with the outcomes when a communication strategy mismatches channel conditions.