臺灣博碩士論文加值系統

行銷通路是企業增加競爭力常用的工具之一，經營者為了擴大市場佔有率，通常都會採取多重通路的行銷策略。但是，企業在建置新的行銷通路時，卻往往會與原有的行銷通路發生衝突。
本研究的主要目的，在於探討當發生通路衝突之時，企業如何在衝突程度擴大之前妥善解決衝突，以及企業解決衝突的權力來源為何。另外，目前電子商務經營模式的快速崛起之下，傳統服飾品牌經營者為因應趨勢，勢必思考是否跨足電子商務通路之經營，在跨足電子商務領域經營之前，該如何預防將來可能與傳統通路產生之衝突。
本研究利用個案研究法中的深度訪談法，分別針對女裝、男裝以及童裝共五家公司進行訪談，研究結果發現：
1. 服飾產業通路衝突主要發生原因，因為經銷商或加盟店未遵守規定銷售折數，而產生的銷售價格衝突。
2. 面對通路衝突的發生，品牌經營者解決衝突的權力來源，大多是強制性經濟來源，而解決衝突的方式以溝通居多。
3. 服飾經營者認為，要預防進入電子商務經營後可能發生的衝突，必須從進入策略、商品結構及銷售折數三方面做有效控管。

Channel distribution is one of the tools that an enterprise used to increase their competitiveness. In order for the firm to raise their market share, multiple channels are used as part of their key marketing strategies. However, there are conflicts arise from the existing channels when the enterprise developing their new channels.
The purpose of this research is to find out how enterprises handle the conflicts between their existing and new channel distributions before it reaches to the verge of collapse, and how enterprises handle such as crisis? In addition, with the booming of using e-commerce as one of the key business models, how can traditional clothing brand handle this next tidal wave? These firms need to make choices, whether or not to join the pool of e-commerce, prior to that, how can they prevent possible future conflicts arise with the traditional channel?
This research was conducted by case study method, with the result from 5 different clothing firms. Detailed questions were also raised through a series of in-depth interviews, respectively on areas relate to women, men and children. The key research findings were:
1. The conflicts occur in the distribution channels were mainly due to the authorised dealers or franchisees did not comply with the agreed discount allowance. Thus, the final selling prices are different in each store.
2. The resolution for the conflicts can be communicated with mandatory source of income.
3. To avoid the changing business model of e-commerce, effective management on “Strategy”, “Product Portfolio” and “Sale Discount” are needed to evade further conflicts.

摘 要 I
ABSTRACT II
誌 謝 III
目 錄 IV
圖目錄 VII
表目錄 IX
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究限制 4
1.4 研究流程 5
第二章 文獻探討 7
2.1 行銷通路 7
2.1.1 行銷通路的定義 7
2.1.2 行銷通路的功能 8
2.1.3 行銷通路結構 10
2.2 電子商務 14
2.2.1 電子商務的定義 14
2.2.2 電子商務的特性 15
2.2.3 電子商務應用範圍 17
2.3 通路權力 19
2.3.1 通路權力的定義 19
2.3.2 通路權力來源 20
2.3.3 通路權力之類型 22
2.4 通路衝突 28
2.4.1 通路衝突的定義 28
2.4.2 通路衝突的原因及類型 31
2.4.3 通路衝突的過程 35
2.5 通路衝突的解決及管理 40
2.5.1 通路衝突解決機制 40
2.5.2 通路衝突管理機制 42
2.6 台灣服飾產業概況 45
2.6.1 台灣服飾產業發展歷程 45
2.6.2 台灣服飾產業特性 47
第三章 研究方法 49
3.1 研究方法 49
3.1.1 研究架構 49
3.1.2 個案研究法 49
3.1.3 訪談法 52
3.1.4 深度訪談法 53
3.2 研究對象 55
3.2.1 研究對象之挑選 55
3.2.2 訪談對象 55
第四章 個案研究 57
4.1 W公司個案研究報告 57
4.1.1 W公司簡介 57
4.1.2 W公司實體通路政策與通路衝突程度 57
4.1.3 W公司電子商務市場的導入 60
4.2 P公司個案研究報告 61
4.2.1 P公司簡介 61
4.2.2 P公司實體通路政策與通路衝突程度 61
4.2.3 P公司電子商務市場的導入 64
4.3 S公司個案研究報告 65
4.3.1 S公司簡介 65
4.3.2 S公司實體通路政策與通路衝突程度 65
4.3.3 S公司電子商務市場的導入 67
4.4 F公司個案研究報告 68
4.4.1 F公司簡介 68
4.4.2 F公司實體通路政策與通路衝突程度 68
4.4.3 F公司電子商務市場的導入 70
4.5 B公司個案研究報告 72
4.5.1 B公司簡介 72
4.5.2 B公司實體通路政策與通路衝突程度 72
4.5.3 B公司電子商務市場的導入 75
4.6 本章小結 76
4.6.1 個案公司通路衝突類型及發生原因 76
4.6.2 個案公司解決通路衝突方式及權力來源 77
4.6.3 個案公司對電子商務通路的策略 80
第五章 研究結論與建議 83
5.1 研究結論 83
5.2 後續研究建議 85
參考文獻 86
附錄一 個案公司訪談題項 95
附錄二 個案公司訪談紀錄 97

一、中文文獻
王光賢（2006）。台灣廠商之電子商務技術使用行為分析。中央大學產業經濟研究所博士論文，桃園縣。
王佑文（2007）。服飾業廠商轉型升級策略研究-以聚陽紡織為例。銘傳大學管理研究所碩士論文，台北市。
林明昇（2008）。台商自有品牌通路管理決策之研究-以衛生用品自有品牌個案廠商為例。臺北大學企業管理學系碩士論文，台北市。
林佳瑩（2009）。山寨產品特性對消費者行為影響之研究。高雄應用科技大學人力資源發展系碩士論文，高雄市。
李兆祥（2007）。中國大陸市場之通路衝突及其管理機制之研究-制度理論觀點。東海大學企業管理學系碩士論文，台中市。
李佩珊（2001）。航空客運網路票務行銷通路衝突之研究。臺灣海洋大學航運管理學系碩士論文，基隆市。
李美華等（譯）（1998）。Earl, Babbie.著。社會科學研究方法（The Practice of Social Research）。台北：時英出版社。
李柄均（2009）。電腦週邊產業開發流程與知識創新之研究-以生產指標輸入裝置產品之A公司為例。台北科技大學機電整合研究所碩士論文，台北市。
李奕錡（2009）。策略夥伴關係與組織學習對策略聯盟的影響。雲林科技大學企業管理系碩士論文，雲林縣。
李隆生（2001）。台灣成衣產業發展的探討。紡織月刊，（59），51-58。
呂權文（2006）。製造商、代理商與經銷商間溝通策略之研究-以汽車業為例。大葉大學人力資源暨公共關係學系碩士論文，彰化縣。
汪澤普（2005）。實體與線上零售通路間的銷售掠奪：以線上雜誌為例。中央大學訊管理研究所碩士論文，桃園縣。
吳應敏（2009）。臺灣縣市創意都市評估指標之研究。逢甲大學都市計畫學系碩士在職專班碩士論文，台中市。
周世中（2004）。信任與權利對衝突影響之研究-以零售通路商之觀點。高雄第一科技大學行銷與流通管理研究所碩士論文，高雄市。
尚榮安（譯）（2001）。Yin, Robert K. 著。個案研究(Case Study Research)。台北：弘智文化出版。
胡育華（2001）。行銷通路權力、通路氣候與團結合作之研究-台灣PDA產業實證。高雄第一科技大學行銷與流通管理研究所碩士論文，高雄市。
馬珍貞（1995）。流通業的行銷策略。流通世界，71-74。
翁雪玉（2009）。顧客及忠誠度對於廠商績效之影響。臺灣大學國際企業學研究所，未出版，台北市。
陳坤泰（2009）。台灣運動彩券實體與虛擬通路之競合關係。臺北大學企業管理學系碩士論文，台北市。
陳欣怡（2007）。通路衝突與通路績效關係之研究-以銀行保險對於台灣壽險業為例。實踐大學企業管理研究所碩士論文，台北市。
陳香玫（1999）。衝突環境下公開信之類型分析。中華民國傳播學會論文選集，台北：五南出版社，151-186。
陳進來（1999）。我國紡織業主要產品競爭力系列報導-成衣篇。紡織月刊，（34），54-64。
陳慧真（2007）。電子零件市場中供應商與經銷商之合作關係-以台灣品牌為例。東吳大學國際貿易學系碩士在職專班碩士論文，台北市。
許嘉浩（2004）。行銷通路權力、衝突解決機制與績效之關係研究-筆記型電腦產業實證。臺北科技大學工業工程與管理系碩士論文，台北市。
許展嘉（2009）。生活服務型連鎖加盟店與總部間不合作關係之研究-以顧客交易關係觀點。逢甲大學科技管理研究所碩士論文，台中市。
許瑞慶（2006）。由價值鏈觀點分析通路衝突與整合之可行性研究-以汽車零配件售後服務市場為例。元智大學管理研究所碩士論文，桃園縣。
莊旻潔（2009）。消費者專屬資產量表之發展與應用。政治大學國際經營與貿易研究所博士論文，台北市。
黃俊英（2006）。企業研究方法（3版）。台北：東華書局。
曾貝莉（2007）。不同通路權力下零售市場的通路選擇與福利分析。中正大學國際經濟研究所博士論文，嘉義縣。
曾博泰（2010）。垂直差異模型於行銷通路議題之應用。東華大學經濟學系博士論文，花蓮縣。
楊必立（1967）。行銷學。台北：政治大學公企中心。
楊育書（2002）。外銷通路衝突管理之探討-以快速開發國家台灣為例。中央大學企業管理研究所碩士論文，桃園縣。
楊政學（2005）。企業研究方法。新北市：普林斯頓國際。
經濟部商業司編（2000）。服飾店經營管理實務。經濟部商業現代化系列叢書。
潘淑滿（2005）。質性研究：理論與應用。台北：心理出版社。
劉育秀（2004）。導入電子網路下影響通路衝突與通路績效關係之研究。輔仁大學管理學研究所碩士論文，新北市。
盧澤宇（2005）。虛實通路衝突影響因素與解決策略之研究-以軟體業為例。輔仁大學科技管理學程在職專班碩士論文，新北市。
蕭仁傑（譯）（2008）。Coughlan, Anne T., Anderson, Erin., Stern, Louis W. & El-Ansary著。行銷通路（Marketing Channel）。台北：華泰文化。
蕭閔謙（2005）。團隊衝突、集體效能與團隊績效之關係研究-衝突管理與目標導向之調節效果。東吳大學商學院企業管理學系碩士論文，台北市。
欒斌、羅凱揚。(2005)電子商務。台北：滄海書局。

二、英文文獻
Alba (1997) Interactive Home Shopping: Consumer, Retailer, and Manufacture Incentives to Participate in Electronic Marketplace, Journal of Marketing, 61, 38-53.
Alderson, W. (1965). Dynamic Marketing Behavior: A Functionalist Theory of Marketing. Richard D. Irwin, Inc., Homewood, IL.
Amason, A. C. (1996). Distinguishing the Effects of Functional and Dysfunctional Conflict on Strategic Decision Making: Resolving A Paradox for Top Management Teams, Academy of Management Journal, 39(1), 123-148.
Anderson, Erin & Barton A. Weitz (1989). Determinants of Continuity in Conventional Industrial Channel Dyads, Journal of Marketing Science, 18, 310-323.
Benbasat, I., D. K. Goldstein & Mead, M. (1987). The case research strategy in studies of information systems, MIS Quarterly, September, 369-386.
Benjamin, Robert & Wigand, Rolf (1995). Electronic Markets and Virtual Value Chains on the Information Superhighway, Sloan Management Review, 36(2), 62-72.
Berman, B. & Evans, J. R. (1989). Retail management: A strategic approach. (4th ed.). New York: Macmillan Publishing.
Berman, B. (1996). Marketing Channels, John Willey & Sons, 663.
Bloch, M., Pigneur, Y., & Segev, A. (1996). On the road of electronic commerce- a business value framework, gaining competitive advantage and some research issues. [Electronic Version].
Bowerson, D. J., Cooper, M. B., Lambert, D. M. & Tylor, D. A. (1980). Management in Marketing Channels. McGraw-Hill.
Bowerson, D. J. & Cooper, M. B. (1992). Strategic Marketing Channel Management, McGraw-Hill.
Brown, James R. & Day, R. L. (1981). Measures of Manifest Conflict in Distribution Channels, Journal of Marketing Research, 18.
Brown, James R., Lusch, Robert F. & Darrel D. Muehling (1983). Conflict and power-dependence relations in retailer-supplier channels, Journal of Retailing, 59, 53-80.
Bucklin, Louis. (1996). A Theory of Distribution Channel Structure, Berkeley, Institute of Business and Economic Research (IBER), University of California.
Carman, J. M. & Kenneth, P. (1973). Marketing principles and methods (7th ed.) Richard D. Irwin Inc.
Cartwright, Dorwin (1959). A Field Theoretical Conception of Power, In Studies in Social Power, Dorwin Cartwright, ed., Ann Arbor: University of Michigan Press.
Chang, L. & Kirk, P. A. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23.
Crede, A. (1995). Electronic commerce and the banking industry: the requirement and opportunities for new payment systems using the Internet. Journal of Computer-Mediated Communication, 1(3).
Coughlan, Anne T., Anderson, Erin., Stern, Louis W. & El-Ansary (2001). Marketing Channels, (6th ed.), New Jersey: Prentice Hall.
Coughlan, Anne T., Anderson, Erin., Stern, Louis W. & El-Ansary (2006). Marketing Channels, (7th ed.), New Jersey: Prentice Hall.
Dahl, Robert A. (1957). The Concept of Power, Behavioral Science, 2(July), 201-208.
De Kare-Silver M. (1998). E-Shock, Macmillan Business, London.
Dwyer, R. F., Schurr, P. H. & Oh. Sejo (1987). Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels. Journal of Marketing Research, 347-583.
Eisenhardt, Kathleen M. (1989). Building Theories from Case Study Research, Academy of Management Review, 14 (4), 532-550.
Eisenhardt, Kathleen M., Kahwajy, J. & Bourgeois, L. (1997). How Management Teams Can Have a Good Fight, Harvard Business Review, 75, 77-89.
Eliashberg, Jehoshua, & Donald A. Michie (1984). Multiple Business Goals Sets as Determinants of Marketing Channel Conflict: An Empirical Study, Journal of Marketing Research, 21(February), 75-88.
Emerson, R. M. (1962). Power-dependencies relations, American Socio-Logical Review, 55(Spring), 61-78.
Etgar, Michael (1976). Channel Domination and Countervailing Power in Distribution Channel, Journal of Marketing Research, 14(Aug), 254-262.
Etgar, Michael (1978). Selection of an Effective Channel Control Mix, Journal of Marketing, 42, 53-58.
Etgar, Michael (1979). Sources and Types of Intrachannel Conflict, Journal of Retailing, 55, 61-78.
Fisk, George (1967). Marketing Systems, New York: Harper and Row publisher
Frazier, G. L. & Anita K. D. (1995). Exchange Relationships and Interfirm Power in Channels of Distribution, Journal of Academic Marketing Science, 23(4), 321-326.
French, John R. & Bertram Raven (1959). The Bases of Social Power, In Studies in Social Power, Dorwin Cartwright, ed., Ann Arbor: University of Michigan Press.
Gaski, John F. (1984). The Theory of Power and Conflict in Channels of Distribution, Journal of Marketing, 48, 9-29.
Gaski, John F. & Nevin, John R. (1985). The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal of Marketing Research, Chicago. 22(2), 130-143.
Geng, Cui. & Liu, Qiming. (2000). Regional market segments of China: opportunities and barriers in a big emerging market, Journal of Consumer Marketing, 17, 55-72.
Geyskens, Inge., Gielens, Katrijn & Dekimpe, Marnik G. (2002). The Market Valuation of Internet Channel Additions. Journal of marketing, 66, 102-119.
Ghosh, Shikhar (1998). Making Business Sense of the Internet, Harvard Business Review, 76(2), 126-135.
Guirdham, Maureen (1972). The Management of Distribution Channels, Oxford, N.Y.: Program Press, 106.
Gundlach, G. T., Achrol, R. S. & Mentzer, J. T. (1995). The Structure of Commitment in Exchange. Journal of Marketing, 59, 78-92.
Griffith, D. & Harvey, M. (2001). A resource perspective of global dynamic capabilities, Journal of International Business Studies. 32(2), 597-606.
Griffin, R. W. (2006). Fundamentals of Management. (4th ed.). Houghton Mifflin College Div.
Hunt, S. H. D. & Nevin, J. R. (1974). Power in a channel of distribution: Source and consequences. Journal of Marketing Research, 10(2), 186-193.
Jeffrey, F. R. & Bernard, J. J. (2001). E-commerce: The McGraw-hill Companies, Inc.
Johnson, J. L., Sakano, Tomoaki., Cote, Joseph A(1993). The exercise of interfirm power and it’s repercussions in U.S. – Japanese channel relationships, Journal of Marketing, Chicago, 57(2), 1-10.
Jones, R. (1994). Digital’s World Wide Web server: a case study, Computer Networks and ISDN Systems, 27(2), 297-306.
Justice, R. & Judd, R. (1989). Franchising. South-Western Publishing Co.
Kalakota, R. & Andrew, B. W. (1996). Frontiers of electronic commerce: Addison-Wesley
Kalakota, R. & Andrew, B. W. (1997). Electronic Commerce: A Managers Guide: Addison-Wesley.
Kasulis, J. J. & Spekman, R. E. (1980). A framework for the use of power, European Journal of Marketing, 14, 180-191.
Kasulis, J. J., Spekman, R. E., & Bagozzi, R. P. (1979). A Taxonomy of Channel Influences: A Theoretical-Operational Framework, in Future Directions of Marketing: Proceedings of Two European Colloquia, George Fisk et al., eds. Cambridge, Ma: Marketing Science Institute, 165-184.
Katsikeas, Constantine S., Mark, M. H. Goods. (2000). Sources Of Power In International Marketing Channel, Journal of Marketing Management, 16, 185-202.
Kestenbaum, M. I. (1996). Paperless grants via the Internet. Public Administration Review, 56, 114-120.
Kotler, Philip (1994). Marketing Management: Analysis, Planning, Implementation and Control, (8th ed.), New Jersey: Prentice Hall.
Kotler, Philip (1997). Marketing Management: Analysis, Planning, Implementation and Control, (9th ed.). Prentice Hall Inc. Englewood cliffs N.
Kotler, Philip (1999). Marketing Management-an Asian perspective. Prentice Hall.
Kotler, Philip & Keller, K. L. (2006). Marketing Management, (12th ed.). Pearson International Edition, Upper Saddle River, New Jersey: Prentice Hall.
Kumar, N. (2004). Marketing as Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation. MA: Harvard Business School Press.
Lebher, M. G. (1963). The new concepts of retailing. The Wall Street Journal, 16(8), 19-36.
Lusch, Robert F. (1976). Channel Conflict: Its Impact on Retailer Operating Performance. Journal of Retailing, 52, 3-12, 89-90.
Lusch, Robert F. & Brown, James R. (1982). A Modified of Power in the Marketing Channel, Journal of Marketing Research, 19, 312-323.
Mack, R. W. & Synder, R. C. (1957). The Analysis of Social Conflict: Toward an Overview and synthesis, Journal of Conflict Resolution, 1, 212-248.
MacNeil, Ian R. (1982). Comments to the Workshop on Transaction Cost Analysis in Marketing. Evanston, IL.
Mallen, Bruce (1963). A Theory of Retailer-Supplier Conflict, control and Cooperation, Journal of Retailing, 39(Summer), 24-32, 51.
Martin, R. (1971). The Concept of Power: A Critical Defense, British Journal of Sociology, 22(Sep.), 240-246.
McCammon, B. C. Jr. (1970). Perspectives for Distribution Programming, in Vertical Market System, L. P. Bucklin, ed., Glenview, IL: Scott, Foresman, 32-51.
Menon, A., Bharadwaj, S. G. & Howell, R. (1996A). The Quality and Effectiveness of Marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intra-organizational Relationships, Journal of the Academy of Marketing Science, 24(4), 299-313.
Menon, A., Bharadwaj, S. G. & Howell, R. (1996B). The Quality and Effectiveness of Marketing Strategy: Effects of Functional and Dysfunctional Conflict in Intra-organizational Relationships, Journal of the Academy of Marketing Science, 50(Oct), 36-51.
Mohr & Spekman (1994). Characteristics of partnership success: partnership attributes communication behavior, and conflict resolution techniques, Strategic Management Journal, 15, 135-152.
Ngai, E. W. T. & Wat, F. K. T. (2002). A literature review and classification of electronic commerce research. Information & Management, 39(5), 415-429
Pelton, L. E., Strutton, D. & Lumpkin, James R. (1997). Marketing Channels, New Jersey: McGraw Hall.
Perry, David. (1989). How you will Manage Your 1990’s Distribution Portfolio, Business Marketing, June, 54.
Plonien, M. (1998). Electronic commerce on the Internet. The CPA Journal, 68, 82-84.
Pondy, L. R. (1967). Organizational conflict: Concepts and models, Administrative Science Quarterly, 12, 296.
Raven, Bertram H. & Arie W. Kruglanski. (1970). Conflict and Power, in Paul Swingle(ed.), The Structure of Conflict, New York: Academic Press, 69-99.
Rawwas, Mohammed Y. A., Vitell, S. J. & Barnes, J. H. (1997). Management Of Conflict Using Individual Power Sources: A Retailers’ Perspective, Journal of Business Research, 40(1), 49-64.
Robicheaux, Robert A. & El-Ansary, A. I. (1975). A General Model for Understanding Channel Member Behavior, Journal of Retailing, 19, 312-323.
Rose, G. M. & Shoham, A. (2004). Inter-organizational Task and Emotional Conflict with International Channels of Distribution, Journal of Business Research, 57, 942-950.
Rosenbloom, Bert (1999). Marketing channels: A Management View, Orlando: The Dryden Press.
Schewe, C. D. ＆ M. S. Reuben. (1983). Marketing: Concepts and Applications. (2nd ed.). New York: McGraw-Hill.
Schewe, C.D. & Smith, R. M. (1983). Marketing Concepts and Applications. (2nd ed.). New York: McGraw-Hill.
Seidman, I. E. (1991). Interviewing as qualitative research: A guide for researchers and the social sciences. New York: Teachers College Press.
Simons, T. & Peterson, R. (2000). Task Conflict and Relationship Conflict in Top Management Teams: The Pivotal Role of Intra-group Trust, Journal of Applied Psychology, 85, 102-111.
Sims, J. Taylor, Foster, Robert J. & Woodside, Arch G. (1977). Marketing Channels: Systems and Strategies, New York: Harper and Row.
Stern & El-Ansary. (1972). Power measure in the distribution channel, Journal of Marketing Research, 9(1), 47-52.
Stern & El-Ansary. (1988). Marketing channels, (3rd ed.). Springfield, New Jersey: Prentice-Hall.
Stern, El-Ansary, & Brown (1989). Management in Marketing Channels, Englewood Cliffs, New Jersey: Prentice Hall International Editions.
Stern & El-Ansary. (1992). Marketing Channels, (4th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.
Stern & El-Ansary. (1996). Marketing channels, (5th ed.). Englewood Cliffs, New Jersey: Prentice-Hall.
Stern, Louis W. & Gorman, R. H. (1969). Conflict in Distribution Channels: An Exploration, in Distribution Channels: Behavioral Dimension. Louis W. Stern, ed., Boston: Houghton Mifflin, 156-175.
Stern, Louis W. & Rosenberg, L. T. (1971). Conflict Measurement in the Distribution Channel, Journal of Marketing Research, 8(Nov), 437-442
Stump, Rodney L. & Heide, Jan B. (1996). Controlling Supplier Opportunism in Industrial Relationship, Journal of Marketing Research, 33(4), 431-441.
Tedeschi, James T. & Bonoma, Thomas V. (1972). Power and Influence An Introduction, In the Social Influence Process. James T. Tedeschi, ed, Aldine-Atherton, Inc, Chicago, IL, 1-49.
Thomas, Kenneth W. (1976). Conflict and Conflict Management. In Handbook of Industrial and Organizational Psychology. Marvin D. Dunnette, ed., Rand-McNally, Chicago, IL. 889-935.
Thomas, K. & Pondy (1977). Toward an ‘Intent’ Model of Conflict Management Among Principle Parties, Human Relations, 30.
Wall Jr, James A. & Callister, Ronda Roberts (1995). Conflict and its management, Journal of Management, 21(3), 515.
Walters, C. Glenn & Blaise, J. Bergiel (1982). Marketing Channels, (2nd ed.). Glenview, Ill.: Scott, Foreman and Company.
Weber, M. (1947). The Theory of Social and Economic Organization. New York: Oxford University Press.
Webb, K. L. (2002). Managing channels of distribution in the age of electronic commerce. Industrial Marketing Management, 31(2), 95-102.
Webb, K. L. & Hogan, J. E. (2002). Hybrid Channel Conflict: causes and effect on channel performance, Journal of Business and Industrial Marketing. 17, 5.
Weitz, B. A. & Jap, S. D. (1995). Relationship marketing and distribution channels, Journal of Academic Marketing Science, 23, 305-320.
Wigand, R. T. (1997). Electronic commerce: definition, theory, and context. The Information Society, 13(1), 1-16.
Wilemon, David L. (1972). Power and Negotiation Strategies in Marketing Channels, The Southern Journal of Business, 7(Feb), 12-32.
Wilkison, I. F. (1979). Power and satisfaction in channels of distribution, Journal of Retailing, 55(2), 79-94.
Williamson, Oliver E. (1975). Markets and Hierarchies. Analysis and Antitrust Implications. Free Press, New York.
Yin R.K. (1988). Case Study Research: Design and Methods, London Sage.
Yin R.K. (2003). Case Study Research: Design and Methods, 3rd, Newbury Park, CA: SAGE Publications.
Zettelmeyer, Florian (2000). Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels, Journal of Marketing Research, 37, 3.