The Contingency Effects of Supplier Influence Strategies and Their Implications for Retailer Cooperation
Abstract
The success of manufacturers' consumer marketing programs often hinges on whether they are implemented at the retail level. Manufacturers use various influence strategies to persuade retailers to adopt their marketing programs. We investigate how well those influence strategies shape the retailers' positive attitudes toward their suppliers' marketing programs. We find that the effectiveness of those influence strategies depends upon the extent...
Paper Details
Title
The Contingency Effects of Supplier Influence Strategies and Their Implications for Retailer Cooperation
Published Date
Dec 1, 2006
Volume
14
Issue
1-2
Pages
23 - 48
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