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The scope of research on interorganizational exchange behavior in the marketing channels literature has been very limited, in part because of an incomplete conceptual framework. What is urgently needed is a realistic conceptualization of the process of exchange behavior between organizations within marketing channels. As a first step, this article develops a framework of interorganizational exchange behavior designed to provide channel researchers with a broadened perspective of what research issues need to be addressed in promoting future progress and understanding in the marketing channels area.
Gary L. Frazier (Sat,) studied this question.