| Outline of Final Research Achievements |
In order for manufacturers to deliver their products and services to the end customers, they either choose to direct selling or indirect selling using distributors such as wholesalers and retailers. If manufacturers choose indirect selling, they form distribution channels. According to transaction cost analysis, distributors are unlikely to participate in the distribution channel if distributors are required to make relationship-specific investments. However, in reality, many distributors participate in the distribution channel. In order to clarify this puzzle, this study focused on regulatory focus factors as the motivation of distributors in starting business relationships with relationship-specific investments, and aimed to find out what differences exist in the formation of distribution channels in Japan and the United States.
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