Managing Promotion Program Participation within Manufacturer–Retailer Relationships
Managing Promotion Program Participation within Manufacturer–Retailer Relationships
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DOI：
10.1177/002224299806200106
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发表时间：
1998-01
影响因子：
12.9
通讯作者：
J. Murry;Jan B. Heide
中科院分区：
文献类型：
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作者：
J. Murry;Jan B. Heide
作者报告了一项研究的结果，该研究考察了零售商参与零售商赞助的促销计划。研究了参与的两个特定方面，即（1）零售商同意参与购买点计划和（2）零售商遵守既定协议。营销学、经济学、社会学和组织理论方面的先前研究表明，参与受到两种类型变量的影响。第一个是零售商和制造商企业中边界人员之间存在的人际关系的性质。第二个是各种组织层面的变量，包括奖励奖金（促销津贴）和监测努力。作者通过研究这些因素对零售商参与的独立和联合影响扩展了以前的研究。在一项涉及联合任务的实证研究的基础上，作者表明，强有力的人际关系的存在并不会削弱其他变量的重要性，如激励。在联合任务的范围内，结果还表明，人际关系是参与的重要决定因素比经济激励。作者讨论了这项研究对营销理论和实践的影响。
The authors report the results of a study that examines retailer participation in manufacturer-sponsored promotion programs. Two particular aspects of participation are studied, namely, (1) retailer agreement to participate in point-of-purchase programs and (2) retailer compliance with established agreements. Previous research in marketing, economics, sociology, and organization theory suggests that participation is influenced by two types of variables. The first is the nature of the interpersonal relationship that exists between the boundary personnel in the retailer's and manufacturer's firms. The second are various organization-level variables, including incentive premiums (promotional allowances) and monitoring efforts. The authors extend previous research by examining both the independent and joint effects of these factors on retailer participation. On the basis of an empirical study involving a conjoint task, the authors show that the presence of a strong interpersonal relationship does not diminish the importance of other variables, such as incentives. Within the limits of the conjoint task, the results also suggest that interpersonal relationships are less important determinants of participation than economic incentives. The authors discuss the implications of the study for marketing theory and practice.