Channel Power Structure from the Perspective of Network: Conceptual Model and Research Propositions

This paper studies the determinants of channel power structure from a network perspective. The research shows that channel member´s power position in the focal relationship is influenced not only by the resource base of the channel member, but also by the number, dominant sentiment, strength of the relationships and other structural attributes of the channel network. The authors argue that network perspective can explain the determinants of channel power structure better than traditional dyadic paradigm. The authors present a conceptual model and some research propositions.