Perceptual difference of dependence and its impact on conflict in marketing channels in China: an empirical study with two-sided data
Document Type
Journal Article
Publication Date
2007
Keywords
Marketing channel, Dependence, Conflict, Perceptual difference, China
DOI
10.1016/j.indmarman.2005.10.001
Abstract
Although many firms have adopted the relational exchange or relationship marketing philosophy for developing long-term inter-firm relationships in marketing channels, the issues pertaining to channel conflict still deserve further investigation. The purpose of this paper is to examine the possible impact of perceptual difference of dependence between members in channel dyads on perceived channel conflict. By analyzing paired data collected from both sides of supplier–retailer dyads in China, we test two hypotheses about perceptual difference of dependence and its impact on conflict. We found that there was considerable perceptual difference of dependence between both sides of the dyads, and that the perceptual difference of dependence asymmetry between the two was positively associated with channel conflict perceived by the supplier side. Both researchers and practitioners should be aware of such differences when confronted with channel conflict issues, especially in international channel settings.
Source Publication
Industrial Marketing Management
Volume Number
36
Issue Number
3
First Page
309
Last Page
321
Recommended Citation
Zhou, N.,Zhuang, G.,& Yip, L. S. (2007). Perceptual difference of dependence and its impact on conflict in marketing channels in China: an empirical study with two-sided data. Industrial Marketing Management, 36 (3), 309-321. http://dx.doi.org/10.1016/j.indmarman.2005.10.001