Dealing with Cheating in Distribution

Abstract

This article describes the cheating that occurs among members vertically aligned in channels of distribution, the reasons behind this behaviour, the cost, and the solutions that channel partners can adopt in order to reduce the incidence or lower the consequences of their partners cheating in their channel relations.

Citation

Hardy, K.G. and Magrath, A.J. (1989), "Dealing with Cheating in Distribution", European Journal of Marketing, Vol. 23 No. 2, pp. 123-129. https://doi.org/10.1108/EUM0000000000551