Abstract

Several recent studies have focused on the adaptive response of channel members to internal and external environmental changes. This research has sought to explain and predict the manifestation of particular organizational actions in response to environmental demands. The majority of this research has adopted a contingency-based approach. The present paper argues that the use of a Gestalt approach might provide a more thorough understanding of the phenomena being studied. In supporting this thesis, the author will (a) discuss the major weaknesses of the contingency approach, (b) provide evidence supporting the existence and usefulness of Gestalts, and (c) describe the techniques used in identifying channel gestalts.

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