Manufacturer Support for a Partially Integrated Channel in South Korea: Power‐dependence vs. Marketing Effectiveness Perspective

Abstract

This article introduces the unique context of a partiallyintegrated channel (PIC) that incorporates both market and hierarchical governance forms. In so doing, it examines determinants of the manufacturer's support for a PIC. Using power-dependence and marketing effectiveness theories, we collected data from 172 marketing managers in charge of PICs in 15 companies in South Korea. The results showed that from the power-dependence perspective, demand volatility, manufacturer's competitive intensity, and channel concentration are positively related to a manufacturer's dependence on the retailer, which is positively related to the manufacturer's support for the PIC with a retailer. From a marketing effectiveness perspective, channel bonding and customer linking are positively associated with manufacturer marketing effectiveness, which is an antecedent to PIC support for a retailer. Copyright

Service Orientation and Customer Performance: Triad Perspectives of Sales Managers, Sales Employees, and Customers

“…Additionally, their full-time work at an exchange partner’s facilities would include performing traditional functions in a partially integrated sales channel [ 21 ]. What drives their delivery from a store manager to sales employee service orientation and, ultimately, their service orientation and customer orientation?…”