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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
Article

Abstract

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 

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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

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