Control systems in supplier-retailer relationships and their impact on brand performance Article

Lassar, WM. (1998). Control systems in supplier-retailer relationships and their impact on brand performance . JOURNAL OF RETAILING AND CONSUMER SERVICES, 5(2), 65-75. 10.1016/s0969-6989(97)00012-x

cited authors

  • Lassar, WM

authors

abstract

  • This paper examines the impact of retailer behavior control systems on brand performance. Brand performance is measured from the retailer's perspective and consists of two factors; brand profitability and brand sales volume. This paper proposes alternative forms of control systems and their impact on performance. Cluster analysis results show that high levels of control do not necessarily lead to higher performance. Furthermore, alternative strategies that achieve moderate levels of behavior control yield similar performance outcomes. © 1998 Elsevier Science Ltd. All rights reserved.

publication date

  • January 1, 1998

published in

Digital Object Identifier (DOI)

start page

  • 65

end page

  • 75

volume

  • 5

issue

  • 2