Handbook of Research on Distribution Channels
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Handbook of Research on Distribution Channels

Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
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Chapter 9: Information management and contract design under supplier encroachment

Zhuoxin Li, Stephen Gilbert and Guoming Lai

Abstract

In this chapter the authors examine the implications of asymmetric information in settings in which a supplier encroaches upon the market of a reseller by operating a direct sales channel. They first summarize the literature on supplier encroachment in settings that do not consider asymmetric information. Then, they summarize appropriate results for the implications of informational asymmetry in traditional channels in which a supplier sells exclusively through a reselling channel. Finally, the authors show that many of the results that are obtained for either supplier encroachment or information asymmetry in isolation are quite different from those when they are combined.

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