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| Tekijä: | Hamburg, C. Schneider, J. Fassnacht, M. |
| Otsikko: | Opposites Attract, but Similarity Works: A Study of Interorganizational Similarity in Marketing Channels |
| Lehti: | Journal of Business-to-Business Marketing
2003 : VOL. 10:1, p. 31-52 |
| Asiasana: | MARKETING CHANNELS EFFECTIVENESS ANALYTICAL REVIEW MARKETING |
| Kieli: | eng |
| Tiivistelmä: | This study explores the construct of interorganizational similarity in business orientation between manufacturers and distributors. Drawing on Social Identity Theory, the authors of the article develop hypotheses concerning the outcomes of similarity on the relationship. In particular, the authors of the paper argue that relationship effectiveness for the manufacturer is positively affected by similarity in business orientation through the mediating construct of cooperation. An empirical study of more than 200 business relationships provides support for the theoretical reasoning. Besides the theoretical contribution, this study is also relevant from a managerial perspective. The paper provides a substantial list of references on this subject. |
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