Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control
Journal of Marketing Vol. 60, No. 3 (Jul., 1996) (pp. 103-115)
13 Pages Posted: 26 Aug 2014 Last revised: 27 Aug 2014
Date Written: 1995
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.
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