Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 7, 18-23. - References

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Morgan, R.M. and Hunt, S.D. (1994) The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 7, 18-23.
http://dx.doi.org/10.2307/1252308

has been cited by the following article:

TITLE: Research on the Choice of Chinese Forest Products Channel Model: Commitment Perspectives

AUTHORS: Haibo Zhu, Guijun Zheng

KEYWORDS: Forest Product Channel, Commitment, Negotiating Ability, Channel Model

JOURNAL NAME: Modern Economy, Vol.7 No.1, January 25, 2016

ABSTRACT: In researching channel relation it can be found that different negotiating abilities (channel power) decide commitment levels and different commitment levels decide the choice of channel model if we research the channel model choice of forest products in the perspective of channel members’ commitments. So leading enterprises, forest growers and distributors need to decide their commitment level according to their own negotiating ability in the channel system, and then choose right channel model.