Journal article
A Spatial Approach to Measuring Functional Spin-Offs in Marketing Channels
Journal of marketing theory and practice, v 3(4), pp 58-72
01 Oct 1995
Abstract
The authors thank the Distribution Research and Education Foundation in Washington D.C. for its assistance in conducting the study. Thanks also to the Affirmative Action Faculty Development Program at California State University, Fullerton, for its support in completing the manuscript. The authors thank the editor and three anonymous reviewers at the Journal of Marketing Theory and Practice as well as Douglas LaBahn and Lance Leuthesser for their valuable comments on earlier drafts of this article.
The authors propose a quantitative method for measuring the phenomenon of functional spin-off in marketing channels and demonstrate its use with data collected from senior executives of manufacturing firms in the United States. The concept of functional spin-off is useful for forecasting changes of channel structure as well as for planning the horizontal and vertical strategic alliances among firms. The innovative analytical technique of correspondence analysis provides a spatial map to reveal the spin-off pattern of twelve marketing functions. The results show that (1) functional spin-off is a measurable and verifiable phenomenon; and (2) increasingly, some distributive functions are expected to be performed by manufacturers, institutional customers, sales agents, and representatives, instead of where they are presently being performed.
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Details
- Title
- A Spatial Approach to Measuring Functional Spin-Offs in Marketing Channels
- Creators
- Catherine T. Atwong - California State University, FullertonBert Rosenbloom - Drexel University
- Publication Details
- Journal of marketing theory and practice, v 3(4), pp 58-72
- Publisher
- Routledge
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- [Retired Faculty]
- Other Identifier
- 991021862270304721