Managing Distributor Interchannel and Intrachannel Behavior (Abstract)

Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

Abstract

Marketing channel literature has yet to detail the alternative relationships and strategies channel members can implement, beyond their existing relationships. In supplier–distributor exchanges, for example, a relationship exploitation strategy emphasises a distributor’s commitment to its incumbent supplier, whereas a relationship exploration strategy implies the distributor’s efforts to consider, contact, and seek new suppliers for business opportunities. Drawing from relational governance and social network theories, we postulate that while a relationship exploitation strategy reduces and a relationship exploration strategy increases opportunism, respectively, their effects are contingent on the type of uncertainty and the feature of network in the exchange relations. Integrating dyadic and network views, this study advances extant literature and practice in channel relationship management.
Original languageEnglish
Title of host publicationAustralian and New Zealand Marketing Academy Conference (ANZMAC) 2017. Marketing for Impact - Proceedings
EditorsLinda Robinson, Linda Brennan, Mike Reid
Place of PublicationMelbourne, Australia
PublisherAustralian and New Zealand Marketing Academy
Pages635
Number of pages1
Publication statusPublished - Dec 2017
EventAustralian and New Zealand Marketing Academy Conference 2017: Marketing for Impact - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017
https://anzmac.wildapricot.org/resources/Documents/ANZMAC%202017%20Conference%20Proceedings.pdf (Conference proceedings)

Publication series

NameAustralian and New Zealand Marketing Academy Conference Proceedings
ISSN (Print)1447-3275

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference 2017
Abbreviated titleANZMAC 2017
Country/TerritoryAustralia
CityMelbourne
Period4/12/176/12/17
Internet address

User-Defined Keywords

  • channel management
  • relationship strategies
  • opportunism

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