The study of channel relationship by the agency theory and channel compliance

• Main Authors: HuiJu Lee, 李蕙如
• Other Authors: James C. M. Weng
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/78909573351608128824

碩士 === 國立臺灣大學 === 商學研究所 === 89 === The manufacturer depends on resellers to perform a variety of functions on its behalf. The distribution channel constitutes a set of agency relationships.The study will discuss the relationships between manufacturers and retailers based on the agency theory and channel compliance.The aim of this study is to examine the channel relationship in real world by the agency theory ,to review past studies then find the benefit of incentives and monitoring with the concept of channel compliance,to analyze the cases and conclude the propositions. The important results and findings can be summarized as follows: (1) How dominating the manufacturer is in the channel relationship will affect the use of monitoring. (2) How important the retailer is in the channel relationship will affect the use of incentives. (3) The longer the manufacturer cooperates with the retailer ,the greater the mutual trust between them. (4) How much the manufacturer trusts the retailer will affect its monitoring to the retailer (5) When the manufacturer and the retailer only focus on the sales volume to continute the contact, then their commitment will be lower.