Interfirm Control of Plural Formed Marketing Channels Arne Nygaard ABSTRACT. Bonowing multi-contr ational economics literature (Hart 1983; Ho Rosen 1981) I build a multilevel channel fr l. This framework incorporates both multi-contract theory and the haditional dy- adic approach. Haworth Document Delivery Service: l-800-342-9678. E-nnil address: getinfo@haworthpressinc.com <Website: http:llwww.haworthpressinc.com>J KEYWORDS. Industrial channels, contract theory, organizational eco- nomics Arne Nygaard is Associate Professor, Norwegian School of Management, School of Marketing, Schous Plass 8, P.O. Box 4676 Sofienberg, 0506 Oslo, Norway (E- mai I : Arne.Nygaard@bi.no). Arne Nygaard earned his PhD in organization theory at the Norwegian School of Economics and Business Administration in Bergen in 1992. He is dean of the mas- ter's program in marketing management. He has published two books and his articles have appeared in the Journal of Marketing Research and the Journal of Retailing, among others, in the fields of vertical control, trust theory, international strategy and organizational economics. His current research interests include organizational eco- nomics, transaction cost theory, agency theory and brand management. The author wishes to thank Robert Dahlstrom, Gabriel Benito, Torger Reve, Ken Friedman and two anonymous reviewers for their helpful comments on earlier ver- sions of this article. Journal of Business-to-Business Marketing, Vol. 6(4) 1999 O 1999 by The Haworth Press, Inc. All rights reserved. 33