Marketing Letters

, Volume 3, Issue 2, pp 187–200 | Cite as

Relational roles and triangle dramas: Effects on power play and sentiments in industrial channels

  • F. Robert Dwyer
  • Jule B. Gassenheimer


This study compares behavioral characteristics — power, influence, and satisfaction — in channels with different levels of commitment to long-term, collaborative exchange within the supply network to dealers in the office furniture industry. Supporting exchange theory and Emersonian power theory, power, influence, and satisfaction are positively associated with cooperation between traders. Furthermore, the data support expectations for how interaction processes in one dealer-supplier exchange are affected by the character of the dealer's linkages to another supplier in the network.

Key words

Exchange Relationships Buyer-Supplier Relationships Closeness Networks 


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Copyright information

© Kluwer Academic Publishers 1992

Authors and Affiliations

  • F. Robert Dwyer
    • 1
  • Jule B. Gassenheimer
    • 2
  1. 1.College of Business AdministrationUniversity of CincinnatiCincinnati
  2. 2.Department of Marketing, College of Business and EconomicsUniversity of KentuckyLexington

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