@article{ikram2012explanatory,
  title = {An Explanatory Model of Relational Orientation within Distribution Channels: A Conceptual Framework},
  author = {Radhouane Fgaier Ikram and Zghal Mustapha},
  year = 2012,
  url = {https://ibimapublishing.com/articles/JMRCS/2012/435354/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2012),
  pages = 10,
  doi = 10.5171/2012.435354,
  abstract = {This paper examines relational orientation within distribution channels, a domain which is still little explored and which raises controversies. Specifically, our aim is to propose an explanatory model of relational orientation within distribution channels. To this end, a theoretical analysis of relationships within distribution channels is conducted in view to better understand how companies of a distribution channel develop a relational orientation. A study of the variables that condition its implementation is carried out. This study points out to the role of relational norms and trust in developing a relational orientation within distribution channels.},
  note = Article ID: 435354
}