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Distributor orientation and channel profitability for manufacturing-centered SMEs

Distributor orientation and channel profitability for manufacturing-centered SMEs PurposeThis study aims to explore how the distributor orientation of manufacturing-centered small and medium-sized enterprises (MCSMEs) influences relationship building outcomes, distributor satisfaction, and channel profitability.Design/methodology/approachThis study examines the moderating role of competitive intensity and coordinative culture in the association between distributor orientation and relationship building outcomes.FindingsEmpirical results from 115 MCSMEs reveal a strong positive relationship between distributor orientation and distributor satisfaction. The findings also show a positive relationship between distributor orientation and channel profitability. Furthermore, although competitive intensity strengthens the positive relationship between distributor orientation and the two relationship building outcomes, coordinative intensity weakens the positive relationship between distributor orientation and the two relationship outcomes.Practical implicationsManagerial implications and future research opportunities were discussed.Originality/valueThe research contributes to the literature on the management of small and medium-sized enterprises and offers practical implications for manufacturers and distribution channel managers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Distributor orientation and channel profitability for manufacturing-centered SMEs

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References (63)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1471-5201
DOI
10.1108/JRME-11-2014-0029
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to explore how the distributor orientation of manufacturing-centered small and medium-sized enterprises (MCSMEs) influences relationship building outcomes, distributor satisfaction, and channel profitability.Design/methodology/approachThis study examines the moderating role of competitive intensity and coordinative culture in the association between distributor orientation and relationship building outcomes.FindingsEmpirical results from 115 MCSMEs reveal a strong positive relationship between distributor orientation and distributor satisfaction. The findings also show a positive relationship between distributor orientation and channel profitability. Furthermore, although competitive intensity strengthens the positive relationship between distributor orientation and the two relationship building outcomes, coordinative intensity weakens the positive relationship between distributor orientation and the two relationship outcomes.Practical implicationsManagerial implications and future research opportunities were discussed.Originality/valueThe research contributes to the literature on the management of small and medium-sized enterprises and offers practical implications for manufacturers and distribution channel managers.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Oct 17, 2016

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