Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control

Journal of Marketing Vol. 60, No. 3 (Jul., 1996) (pp. 103-115)

University of Alberta School of Business Research Paper No. 2013-383

13 Pages Posted: 26 Aug 2014 Last revised: 27 Aug 2014

See all articles by Jakki Mohr

Jakki Mohr

University of Montana - School of Business Administration

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law

John Nevin

University of Wisconsin - Madison - Department of Marketing

Date Written: 1995

Abstract

Governance strategies, such as integration or control, structure and regulate the conduct of parties in exchange relationships; as such, they serve to constrain the latitude of the decision making of channel partners. Similarly, collaborative communication can be used to create an atmosphere of mutual support, thereby creating volitional compliance between partners. The authors develop a model that addresses the interrelationships of governance and communication and examine the effects of collaborative communication on channel outcomes (the dealer's perceptions of commitment to, satisfaction with, and coordination of activities with a focal manufacturer) across various levels of integration and control. Based on survey data collected from a national sample of computer dealers, the findings indicate that when levels of integration or manufacturer control are high, the effect of collaborative communication on outcomes is weaker than when integration or control is low.

Suggested Citation

Mohr, Jakki and Fisher, Robert and Nevin, John, Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control (1995). Journal of Marketing Vol. 60, No. 3 (Jul., 1996) (pp. 103-115); University of Alberta School of Business Research Paper No. 2013-383. Available at SSRN: https://ssrn.com/abstract=2275220

Jakki Mohr (Contact Author)

University of Montana - School of Business Administration ( email )

Gallagher Business Building
32 Campus Drive
Missoula, MT 59812
United States
(406) 243-2920 (Phone)

Robert Fisher

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

John Nevin

University of Wisconsin - Madison - Department of Marketing ( email )

United States

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