Discussion
In the case of some market leaders, the companies are very highly respected that the channel members are proud to be associated with them is known as ....................... .
Answer: D
It is referent power.
In channel management, referent power exists when channel members identify with a manufacturer and are proud to be associated with it, so they cooperate willingly. Highly respected market leaders enjoy it.
Reward power rests on offering benefits such as higher margins, coercive power on the threat of penalties such as withdrawing supplies, and expert power on specialised knowledge the members value. None of these arises from respect and pride in the association.
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