Abstract
In a distribution network, a punishment event not only affects the disciplined
distributor, but also changes the attitudes and behavior of those in the same
distribution network (i.e. observers). Extending beyond the dyadic view of
punishment between a manufacturer and distributor, we consider the effect of
punishment on observers. Integrating the insights from deterrence theory, fairness theory, and social network theory, we develop a framework on the social effects of punishment in a distribution network and empirically test it based on a survey in China. The findings suggest two mechanisms – (1) the direct deterrence effect and (2) the trust-building process through which punishment on the focal distributor deters observers’ opportunism. Moreover, these two mechanisms are negatively moderated by the disciplined distributor’s social embeddedness and positively moderated by the focal manufacturer’s monitoring capability.
distributor, but also changes the attitudes and behavior of those in the same
distribution network (i.e. observers). Extending beyond the dyadic view of
punishment between a manufacturer and distributor, we consider the effect of
punishment on observers. Integrating the insights from deterrence theory, fairness theory, and social network theory, we develop a framework on the social effects of punishment in a distribution network and empirically test it based on a survey in China. The findings suggest two mechanisms – (1) the direct deterrence effect and (2) the trust-building process through which punishment on the focal distributor deters observers’ opportunism. Moreover, these two mechanisms are negatively moderated by the disciplined distributor’s social embeddedness and positively moderated by the focal manufacturer’s monitoring capability.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 41th European Marketing Academy Conference |
| Subtitle of host publication | Marketing to Citizens Going beyond Customers and Consumers |
| Editors | Paulo Rita |
| Place of Publication | Lisbon, Portugal |
| Publisher | The European Marketing Academy |
| Pages | 256 |
| ISBN (Print) | 9789897320040 |
| Publication status | Published - May 2012 |
| Event | EMAC 2012: 41st Annual Conference of the European Marketing Academy - Marketing to Citizens Going beyond Customers and Consumers - Lisbon, Portugal Duration: 22 May 2012 → 25 May 2012 http://emac2012.emac-online.org/r/home |
Conference
| Conference | EMAC 2012: 41st Annual Conference of the European Marketing Academy - Marketing to Citizens Going beyond Customers and Consumers |
|---|---|
| Country/Territory | Portugal |
| City | Lisbon |
| Period | 22/05/12 → 25/05/12 |
| Internet address |