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Strategies against market power in marketing channels

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  • Jensen, Arne

Abstract

This article describes a study which develops a new theory regarding the strategies of potential channel leaders against other channel members' market power in marketing channels. First, a theoretical framework for the analysis of market power in marketing channels is developed. This framework is used in a longitudinal case study of mail-order companies' marketing channels in Sweden between 1978 and 1990. During this period, the firms developed a number of countermeasures to the dominance of the Swedish Mail Office in the marketing channel for mail-order parcels. From this observed pattern of behaviour a new theory, experimental competition, is derived and characterized in terms of the theoretical framework.

Suggested Citation

  • Jensen, Arne, 1993. "Strategies against market power in marketing channels," Scandinavian Journal of Management, Elsevier, vol. 9(2), pages 101-128, June.
    • Handle: RePEc:eee:scaman:v:9:y:1993:i:2:p:101-128
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