An exploratory examination of the relationship between channel support mechanisms and relational norms in an international context
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 1 December 1999
Abstract
Empirically examines the validity of three of Macneil’s relational norms within the context of Indian buyer‐seller relationships. Finds initial evidence to suggest that the underlying structure of relationalism between buyers and sellers in India possesses both an immediate and a long‐term perspective, tangible and intangible monitoring, and general versus specific performance expectations. Indicates that both the current degree of trust and long‐term relational perspective are positively associated with more strategic and marketing‐related support mechanisms offered to channel members. Conversely, only long‐term orientation and tangible monitoring concerns manifest themselves through tactical support to channel members. The remaining three sub‐dimensions which are more related to performance aspects of relational norms are not directly associated with channel member support.
Keywords
Citation
Paswan, A.K. and Young, J.A. (1999), "An exploratory examination of the relationship between channel support mechanisms and relational norms in an international context", Journal of Business & Industrial Marketing, Vol. 14 No. 5/6, pp. 445-455. https://doi.org/10.1108/08858629910290247
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited