Abstract
Channel relationships are often characterized by discord and a lack of cooperative behaviors, making the study of channel performance a priority. Previously, authors have attributed positive channel outcomes to the presence of relational norms, the use of specific monitoring and control mechanisms, the structure of the marketing organization, and the degree of collaborative communication in the relationship. While these factors are clearly important, they ignore the contribution of firms' attitudinal bonding toward one another. The primary purpose of this paper is to conceptualize and test a model that links a supplier's commitment to a focal reseller to channel performance. More specifically, we demonstrate that the nature of commitment is a key factor in determining the partners' ability to succeed in the reseller's territory.
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© 2015 Academy of Marketing Science
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Gilliland, D.I., Bello, D.C. (2015). The Effect of Supplier Commitment on Channel Performance. In: Noble, C. (eds) Proceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13078-1_61
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DOI: https://doi.org/10.1007/978-3-319-13078-1_61
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13077-4
Online ISBN: 978-3-319-13078-1
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