Channel Conduct, Performance, and Entrepreneurship: an Account of the Motion Picture Industry

The study of distribution channels is an important line of inquiry in several fields. In marketing, managing conflict and coordination in channels is studied in behavioral and managerial research (see Gaski 1984 for a review), game theoretic modeling (e.g., Jeuland and Shugan 1983), and empirical research (e.g., Ailawadi 2001). Related work in management information systems and operations management has recognized the importance of value creation in less traditional distribution channels (e.g., services), and in the supply chain (e.g., through efficient logistics). We build on this research by exploring the role of entrepreneurial activity in distribution channels. Although the concept of the entrepreneur dates at least back to Schumpeter (1934), the academic study of entrepreneurship is still in a formative period of development (e.g., Phan 2004; Shane and Venkataraman 2000). We believe that entrepreneurship is an important area of inquiry for marketing because entrepreneurship influences the evolution of marketing channels, the products and services provided, and the firms involved.