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A Twenty-First Century Guide to Aldersonian Marketing ThoughtCooperation and conflict in marketing Channels

A Twenty-First Century Guide to Aldersonian Marketing Thought: Cooperation and conflict in... Chapter 16 COOPERATION AND CONFLICT IN MARKETING CHANNELS Wroe Alderson Cooperation is as prevalent in economic activity as competition. Internal co- operation is required if a behavior system is to act as a unit. Marketing channels cannot function without sustained cooperation in which each party knows what to expect from his opposite number. Economic processes involving marketing require cooperation and close coordination of marketing with other business functions such as production and finance. The cooperative aspect of economic behavior has been relatively neglected. Economists speak of competitive the- ory, of pure and perfect competition. There is no corresponding development of cooperative theory, no concepts of pure and perfect cooperation. Informally there is general recognition of the importance of team work and of the value of vertical coordination in the movement of goods and information through mar- keting channels. Marketing cries out for a theory of cooperation to match the theory of competition. This is an elementary attempt to sketch such a theory and then to apply it to the problem of marketing channels. 1. Monostasy and Systasy One of the most fundamental tensions in human nature is the urge to stand alone as compared with the equally strong urge http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtCooperation and conflict in marketing Channels

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.
Alderson, Wroe
A Twenty-First Century Guide to Aldersonian Marketing Thought — Jan 1, 2006
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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
251 –268
DOI
10.1007/0-387-28181-9_16
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 16 COOPERATION AND CONFLICT IN MARKETING CHANNELS Wroe Alderson Cooperation is as prevalent in economic activity as competition. Internal co- operation is required if a behavior system is to act as a unit. Marketing channels cannot function without sustained cooperation in which each party knows what to expect from his opposite number. Economic processes involving marketing require cooperation and close coordination of marketing with other business functions such as production and finance. The cooperative aspect of economic behavior has been relatively neglected. Economists speak of competitive the- ory, of pure and perfect competition. There is no corresponding development of cooperative theory, no concepts of pure and perfect cooperation. Informally there is general recognition of the importance of team work and of the value of vertical coordination in the movement of goods and information through mar- keting channels. Marketing cries out for a theory of cooperation to match the theory of competition. This is an elementary attempt to sketch such a theory and then to apply it to the problem of marketing channels. 1. Monostasy and Systasy One of the most fundamental tensions in human nature is the urge to stand alone as compared with the equally strong urge

Published: Jan 1, 2006

Keywords: Marketing Channel; Economic Interaction; Cooperative Society; Market Channel; Marketing Process

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