Skip to main content
Negotiation in Channels of Distribution: Conditions, Behavior, and Outcomes
Journal of Marketing Channels
  • Gregory E. Osland, Butler University
  • Lloyd M. Rhinehart
Document Type
Publication Date
A model of the negotiation process is developed and tested on a sample of motor carriers that provide contractual service in distribution channels. The result indicate that expectation of continuity in a channel relationship leads to cooperative negotiating behavior. This cooperative (integrative) negotiating behavior, in turn, results in mutually beneficial outcomes. In addition, perceived dependence has a weak effect on negotiating behavior and outcomes. Managers are advised about conditions and outcomes of the use of both cooperative and arms-length negotiating strategies.
Version of record can be found through Taylor and Francis.
Citation Information
Gregory E. Osland and Lloyd M. Rhinehart. "Negotiation in Channels of Distribution: Conditions, Behavior, and Outcomes" Journal of Marketing Channels Vol. 3 Iss. 2 (1993) p. 53 - 78
Available at: