Power, Conflict and Co‐operation in Brewer‐Tenant Distribution Channels Available to Purchase

Hostile environmental developments are requiring British brewing companies to reshape their archaic distribution strategies. Examines perceptions of the relationships existing between brewers and their contractually‐tied public house tenants. Finds that brewers apply excessive coercive power and insufficient reward power and that in consequence there is extensive channel conflict and insufficient co‐operation. Concludes that brewers are ineffective channel leaders and makes recommendations for them to introduce a “partnership”orientation to their distribution strategies.