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 17: Trust-based hybrid governance in Geographical Indication supply chains

Alan J. Malter and Pelin Bicen

Abstract

This chapter examines the concept of Geographical Indications (GI) and the hybrid governance structure of GI supply chain networks. Similar to networks as an intermediate form of organizational governance, in which a number of nodes (small business units) are related to each other by specific threads (inter-business interactions), the authors propose that GI supply chain networks represent a hybrid governance structure. Consistent with New Institutional Economics, firms in GI supply chain networks select appropriate partners, pool resources and coordinate member decisions in order to mitigate contractual hazards. The authors illustrate how GI functions as a distribution channel using a GI case study from Turkey: Antep Baklava. The authors discuss implications for regional clusters, transaction costs, and inter-organizational relationships, and suggest directions for further research on supply chain networks in marketing.

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