Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures

Boyle, Brett; Dwyer, F. Robert; Robicheaux, Robert A.; Simpson, James T.

doi:10.2307/3172712

Cited by 316 publications

(243 citation statements)

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“…Research in business-to-business marketing contexts has shown that frequency of information exchange (facilitated by such forums) is positively associated with global relational behaviors (Boyle et al 1992). Not surprisingly, organizations have seen opportunities to exploit the extensive social networks among customers -e.g., MCI's "Friends and Family program" (Martin and Clark 1996) -to obtain desired relational behaviors.…”

Section: Communications Strategies That Facilitate Relationshipsmentioning

confidence: 99%

Relationship Marketing in Mass Markets

Bhattacharya¹,

Sheth²

2000

Handbook of Relationship Marketing

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Section: Communications Strategies That Facilitate Relationshipsmentioning

confidence: 99%

Relationship Marketing in Mass Markets

Bhattacharya¹,

Sheth²

2000

Handbook of Relationship Marketing

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“…The literature in Europe and the United States is replete with articles examining relationship development within a channels-of-distribution, or other interorganizational contexts (Boyle, Dwyer, Robicheaux, & Simpson, 1992;Grönroos, 1994;Gummesson, 1996;Fournier, Dobscha, & Mick, 1998). However, it is important to note that relationships can exist among a variety of different populations of potential partners (Webster, 1992;Sagrero & Schrader, 1998).…”

Section: Delineation Of Global Relationship Domains and The Resultingmentioning

confidence: 99%

Developing effective intercultural relationships: The importance of communication strategies

Harvey

Griffith

2002

Thunderbird Intl Bus Rev

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Executive Summary As global competition intensifies, it is becoming necessary for organizations to establish strong intercultural relationships with a culturally diverse set of employees, interorganizational partners as well as customers. In order to manage these relationships effectively, organizations need a means to understand and improve global intercultural communications. The complexity of intercultural communications requires management to understand the nature of domains of global relationships and the level of complexity when attempting to communicate with multiple partners having unique national and organizational cultures. In this article, a decision process for developing effective intercultural communication strategies is developed, illustrating the steps necessary for managing a myriad of intercultural relationships.

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“…Considerable work in marketing has examined and/or documented the performance enhancing benefits of information exchange (Heide and John 1992;Boyle et al 1992;Gundlach and Achrol 1993;Noordewier et al 1990;Gundlach et al 1995). In related work, assurances through information sharing and exchange have been found to lead to improvements in product quality (Emshwiller 1991) and aid in the development of new products (Magnet 1994).…”

Section: Trust But Verify?-matching Verification Mode With Level Of Tmentioning

confidence: 99%

“Trust but verify”? The performance implications of verification strategies in trusting relationships

Gundlach

Cannon

2009

J. of the Acad. Mark. Sci.

107

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Considerable extant research demonstrates the benefits of trust in buyer-seller relationships. More recent research points out downsides of the vulnerability inherent with trust. Recognizing this dilemma of trust, partners may offset the vulnerability of trust with verification strategiesefforts to produce information relevant to the exchange relationship. This research examines the use of three types of verification strategies-monitoring, assurances, and corroboration-which may be employed to safeguard against the vulnerability of trust. When control mechanisms like trust and information are combined, they may complement one another and enhance performance or function as substitutes, be redundant or compete, and consequently detract from performance. Emerging theory on combined modes of governance provides insights. We draw on this theory and develop hypotheses proposing that combinations of trust and verification may enhance or detract exchange performance-depending on the specific verification strategy. The hypotheses are tested on a sample of 230 buyer-supplier relationships. Results of the research provide some support for the proposed relationships and yield implications for the management of cooperative exchange relationships.

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Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures

Cited by 316 publications

References 0 publications

Relationship Marketing in Mass Markets

Relationship Marketing in Mass Markets

Developing effective intercultural relationships: The importance of communication strategies

“Trust but verify”? The performance implications of verification strategies in trusting relationships

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