The Moderator Effect of Communication in Marketing Channels of Distribution; The Case of Car’s Industry in Canada.

The article discusses the moderator effect of communication in marketing channels of distribution. This study concentrates on the cars industry in Canada emphasizing on the relationship between the manufacturers and the dealers. It gives attention to the power of negotiation where a tendency for consolidation among the dealers is noted. This consolidation creates an atmosphere of quasi associations where dealers tend to achieve some sort of alliance in creation of superior powers of purchasing. It also gives them an edge in purchasing and novel forms of integration for achievement of common interests.