Inconsistencies of Performance Measurements Within Channel Systems‪.‬

INTRODUCTION Dating at least as far back as Williamson's (1975) Transaction Cost Analysis framework or Macneil's (1978) Discrete and Relational Exchange typology, the literature that has grown into the channels of distribution body of knowledge has been concerned with performance as an ultimate outcome. However, performance in the channel setting is still a concept that is studied in seemingly myriad ways. Channel members have divergent measures of success and performance due to their differing roles in the partnership which imply inherently dissimilar strategic goals. This paper addresses inconsistencies of performance measurements within channel systems to provide a foundation on which to better assess performance in the channel setting. In this light marketers may better assess successful marketing strategies in channels of distribution.