The effects of discrepant power perceptions in a marketing channel

<jats:title>Abstract</jats:title><jats:p>There have been numerous attempts to measure power in marketing channels, most relying on perceptions reported by the channel entities. Such measures have been shown to suffer from considerable bias (Phillips 1981). In particular, perceptions from different sides of a channel dyad may not be in close agreement. This study attempts to identify some consequences of such a perceptual disparity.</jats:p>