Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective
指出营销渠道文献中组织间交换行为研究范围有限，原因在于概念框架不完整，因此提出了一个更广阔的概念框架，旨在为渠道研究者指明未来需要关注的研究问题。
The scope of research on interorganizational exchange behavior in the marketing channels literature has been very limited, in part because of an incomplete conceptual framework. What is urgently needed is a realistic conceptualization of the process of exchange behavior between organizations within marketing channels. As a first step, this article develops a framework of interorganizational exchange behavior designed to provide channel researchers with a broadened perspective of what research issues need to be addressed in promoting future progress and understanding in the marketing channels area.