Control of electronic channel affiliates: an exploratory study and research propositions

David Gilliland, John Rudd

Research output: Contribution to journalArticlepeer-review


Electronic channel affiliates are important online intermediaries between customers and host retailers. However, no work has studied how online retailers control online intermediaries. By conducting an exploratory content analysis of 85 online contracts between online retailers and their online intermediaries, and categorizing the governing mechanisms used, insights into the unique aspects of the control of online intermediaries are presented. Findings regarding incentives, monitoring, and enforcement are presented. Additionally, testable research propositions are presented to guide further theory development, drawing on contract theory, resource dependence theory and agency theory. Managerial implications are discussed.
Original languageEnglish
Pages (from-to)2650-2656
Number of pages7
JournalJournal of Business Research
Issue number12
Early online date9 Jul 2012
Publication statusPublished - Dec 2013


  • control
  • electronic channel affiliates
  • host retailers


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