A quantitative exploration of communication's role in determining the governance of manufacturer - Retailer relationships

Holden, Mary T. and O'Toole, Thomas (2004) A quantitative exploration of communication's role in determining the governance of manufacturer - Retailer relationships. Industrial Marketing Management, 33 (6). pp. 539-548. ISSN 0019-8501

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Abstract

Today's managers are organising and managing a portfolio of interorganizational relationships (IORs); hence, the governance of exchange relationships has gained strategic consequence. Prior interorganizational research by the authors has indicated that communication may be central to IOR governance. One test of communication's potential in this area would be to examine if communication could delineate differing IOR types. To study this, we decided to utilize a type of test-retest statistical application. We first classified manufacturer-retailer relationship structures by using Donaldson and O'Toole [J. Bus. Ind. Mark. 15 (2000) 491] original relationship strength framework (RSF) and discriminant analysis. Next, employing the same statistical technique, we classified the respondents after adding communication measures to the RSF. Results were limited. Only the inclusion of communication quality, one of the elements of communication behavior, in the RSF enhances its power to delineate relationship structures. However, we believe that it is in the ongoing management of relationships that the communication dynamic holds most promise.

Item Type:	Article
Additional Information:	Funding Information: This research was supported by a grant from the European Union's Operational Program for Industrial Development. Mary T. Holden gratefully acknowledges the support received from the Irish Research Council for the Humanities and Social Sciences.
Uncontrolled Keywords:	/dk/atira/pure/subjectarea/asjc/1400/1406
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Depositing User:	Admin SSL
Date Deposited:	19 Oct 2022 23:09
Last Modified:	28 Jun 2023 16:05
URI:	http://repository-testing.wit.ie/id/eprint/4381

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