Marketing Letters

, Volume 5, Issue 2, pp 153–163 | Cite as

The combined effects of dependence and relationalism on the use of influence in marketing distribution systems

  • James T. Simpson
  • Chris Paul


This study uses data from the automotive replacement tire industry to test the proposition that dependence and relationship structure interact to determine frequency of influence-strategy use in distribution systems. The findings support the expectation that dependence is positively associated with recommendations, information exchanges, promises, requests, legal pleas, and threats. However, increases in dealer dependence increase the use of requests, legal pleas, and threats only in systems characterized by trivial levels of relationalism.

Key words

Relational exchange transaction cost analysis dependence specific investments influence strategies 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Anand, Punam, and Louis Stern. (1985). “A Sociopsychological Explanation for Why Marketing Channel Members Relinquish Control,”Journal of Marketing Research 22 (November), 365–376.Google Scholar
  2. Anderson, Erin. (1985). “The Salesperson as Outside Agent and Employee: A Transaction Cost Analysis,”Marketing Science 4 (Summer), 234–254.Google Scholar
  3. Arndt, Johan. (1979). “Toward a Concept of Domesticated Markets,”Journal of Marketing 43 (Fall), 69–75.Google Scholar
  4. Boyle, Brett, F. Robert Dwyer, and Sejo Oh. (1990). “Measuring Interfirm Influence in Franchise Channels of Distribution,”Proceedings, Scottsdale, AZ: Society of Franchising Conference.Google Scholar
  5. Boyle, Brett, F. Robert Dwyer, Robert A. Robicheaux, and James T. Simpson. (1992). “Influence Strategies in Marketing Channels: Measures and Use in Different Relationship Structures,”Journal of Marketing Research 29 (November), 462–473.Google Scholar
  6. Churchill, Gilbert A., Jr. (1979). “A Paradigm for Developing Better Measures of Marketing Constructs,”Journal of Marketing Research 16 (February), 64–73.Google Scholar
  7. Dwyer, Robert, and Jule Gassenheimer. (1992). “Relational Roles and Triangles Dramas: Effects on Power Play and Sentiments in Industrial Channels.”Marketing Letters 3 (2), 187–200.Google Scholar
  8. Frazier, Gary. (1983). “Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective,”Journal of Marketing 47 (Fall), 68–78.Google Scholar
  9. Frazier, Gary, and John Summers. (1984). “Interfirm Influence Strategies and Their Application Within Distribution Channels,”Journal of Marketing 48 (Summer), 43–55.Google Scholar
  10. Frazier, Gary, James D. Gill, and Sudhir H. Kale. (1989). “Dealer Dependence Levels and Reciprocal Actions in a Channel of Distribution in a Developing Country,”Journal of Marketing 53 (January), 50–69.Google Scholar
  11. Heide, Jan B., and George John. (1988). “The Role of Dependence Balancing in Safeguarding Transaction-Specific Assets in Conventional Channels,”Journal of Marketing 52 (January), 20–35.Google Scholar
  12. ——. (1992). “Do Norms Matter in Marketing Relationships?”Journal of Marketing 56 (April), 32–44.Google Scholar
  13. James, L. R., Stanley A. Mulaik, and Jeanne M. Brett. (1982).Causal Analysis: Assumptions, Models and Data. Beverly Hills: Sage.Google Scholar
  14. Joreskog, Karl, and Dag Sorbom. (1989).LISREL VII: Users Reference Guide. Chicago: Scientific Software.Google Scholar
  15. Kaufman, Patrick, and Rajiv Dant. (1992). “The Dimensions of Commercial Exchange,”Marketing Letters 3 (April), 171–185.Google Scholar
  16. Keith, Janet E., Donald W. Jackson, Jr., and Lawrence A. Crosby. (1990). “Effects of Alternative Types of Influence Strategies Under Different Channel Dependence Structures,”Journal of Marketing 54 (July), 30–41.Google Scholar
  17. Macneil, Ian, (1980).The New Social Contract, An Inquiry into Modern Contractual Relations. New Haven, CT: Yale University Press.Google Scholar
  18. McCammon, Bert C. (1970). “Perspectives in Distribution Programming.” In L. P. Bucklin (ed.),Vertical Marketing Systems. Glenview, IL: Scott-Foresman.Google Scholar
  19. Mohr, Jakki, and John R. Nevin. (1990). “Communication Strategies in Marketing Channels: A Theoretical Perspective,”Journal of Marketing 54 (October), 36–51.Google Scholar
  20. Noordewier, Thomas G., George John, and John Nevin. (1990). “Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Seller Relationships,”Journal of Marketing 54 (October), 80–93.Google Scholar
  21. Pfeffer, Jeffrey, and Gerald Salancik. (1978).The External Control of Organizations: A Resource-Dependence Perspective, New York: Harper & Row.Google Scholar
  22. Simpson, James T., and Chris Paul. (1984). “Toward A Dimensionalization of Governance Structure: The Positioning of Francising,”Journal of Marketing Channels 3 (Summer).Google Scholar
  23. Stern, Louis W., and El-Ansary. (1992).Marketing Channels. Englewood Cliffs, NJ: Prentice-Hall.Google Scholar
  24. Stohl, Cynthia, and W. Charles Redding. (1987). “Messages and Message Exchange Processes,” In F. Jablin et al. (eds.),Handbook of Organizational Communication: An Interdisciplinary Perspective, Newbury Park, CA: Sage.Google Scholar
  25. Stoyer, Lloyd. (1992). “Bills of Rights Is Commendable, But ...,”Modern Tire Dealer 73 (8) (July), 6.Google Scholar
  26. Williamson, Oliver. (1975).Markets and Hierarchies: Analysis and Antitrust Implications. New York: Free Press.Google Scholar

Copyright information

© Kluwer Academic Publishers 1994

Authors and Affiliations

  • James T. Simpson
    • 1
  • Chris Paul
    • 2
  1. 1.Department of Management and Marketing, College of Administrative ScienceThe University of Alabama in HuntsvilleHuntsville
  2. 2.Department of MIS, Economics, and Finance, College of Administrative ScienceThe University of Alabama in HuntsvilleHuntsville

Personalised recommendations