Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market: the demise of the video store?

Paper


Mills, Michael K. and Silver, J.. 2004. "Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market: the demise of the video store? " ANZMAC 2004: Marketing Accountabilities and Responsibilities. Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand.
Paper/Presentation Title

Analysing the effect of digital technology on channel strategy, power and disintermediation in the home video market: the demise of the video store?

Presentation TypePaper
AuthorsMills, Michael K. (Author) and Silver, J. (Author)
Journal or Proceedings TitleProceedings of the 2004 Australian and New Zealand Marketing Academy Conference (ANZMAC 2004)
Number of Pages8
Year2004
Place of PublicationWellington, New Zealand
ISBN0475122143
Web Address (URL) of Paperhttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Mills1.PDF
Conference/EventANZMAC 2004: Marketing Accountabilities and Responsibilities
Event Details
ANZMAC 2004: Marketing Accountabilities and Responsibilities
Parent
ANZMAC Conference
Event Date
29 Nov 2004 to end of 01 Dec 2004
Event Location
Wellington, New Zealand
Abstract

The antecedents of channel power (e.g. El-Ansary and Stern, 1972) and the impact of channel structure ( e.g. Anderson and Narus,1984) on channel dynamics have long been important topics within the channel literature. In addition to the theoretical and methodological contributions, research in these areas has helped channel managers to understand how power is generated and used in coordinating distribution strategies in different contexts. The study presented in this paper builds upon these previous literatures. this paper poses two questions of interest to distribution channel researchers:
(1) What is the likely course of home video distribution given new available digital technology ; in particular, do available trends support (a) disintermediation, (b) more intermediation, or (c) re-intermediation?
(2) What are the likely effects of new digital technology on channel power within the home video distribution channel?

Keywordsmovies, electronic distribution, channel structure, channel power
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsGriffith University
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