Abstract:

Drawing on the institutional theory, we explore the underlying mechanisms of legitimacy and their different roles to channel efficiency and relationship. The results from tow studies show that, cognitive legitimacy can help the running of marketing channel without management, but it is a slow process, and we should influence the inner beliefs and borrow the forces of other mechanisms. This paper contributes to the literature by exploring the empirical application of institutional theory in marketing channel management at a micro analysis level.

Key words: marketing channel, managerial policy, legitimacy, institutionalization, economy and polity framework