Conflict-coordination learning in marketing channel relationships: The distributor view

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Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/23063

Title:	Conflict-coordination learning in marketing channel relationships: The distributor view
Authors:	Chang, K.-H., Gotcher, D.F.
Contributors:	Department of International Business, Tunghai University
Keywords:	Co-created value;Conflict values;Conflict-coordination learning (CCL);Joint marketing strategy quality;Joint profit performance
Date:	2010
Issue Date:	2013-06-04T08:21:02Z (UTC)
Abstract:	Although a fairly large body of literature exists on channel conflict management, little research has been done from an interorganizational conflict-learning perspective. This study explores how channel members can use conflict-coordination learning (CCL), as a conflict resolution mechanism, which leads to improved capabilities, which in turn can enhance co-created value in marketing channel relationships from a distributor point of view. Drawing on both a resource-based view of the firm, an absorptive capacity perspective, and an interorganizational learning approach, we propose that conflict values (positive conflict attitudes and avoidance of conflict behaviors) can be viewed as firm resources that directly influence CCL, which in turn can enhance co-created value (joint marketing strategy quality and joint profit performance). To explore these issues, we developed and tested our hypotheses with data from 101 distributors within the food industry in Taiwan. As predicted, we find that positive conflict attitudes are positively related to CCL, and that avoidance of conflict behaviors is negatively related to CCL. Furthermore, the results indicate that joint marketing strategy quality mediates the relationship between CCL and joint profit performance. Specifically, under high positive conflict attitudes, CCL strongly appears related to joint marketing strategy quality. ? 2008 Elsevier Inc. All rights reserved.
Relation:	Industrial Marketing Management 39 (2) , pp. 287-297
Appears in Collections:	[國際經營與貿易學系所] 期刊論文

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