James R. Brown and Jody L. Crosno
Extant research has demonstrated that marketing channel control can produce both positive and negative effects. This paper aims to use meta-analysis to understand potential…
Abstract
Purpose
Extant research has demonstrated that marketing channel control can produce both positive and negative effects. This paper aims to use meta-analysis to understand potential sources of those heterogeneous effects. This research also identifies areas in need of future research to help deepen the understanding of marketing channel control.
Design/methodology/approach
This study uses meta-analysis to quantitatively review some of the methodological factors that might explain conflicting results uncovered in previous empirical studies.
Findings
The results generally show a positive relationship between process and output control and their studied correlates. They also show that the effects of process and output control vary by the methodological factors used to study them. In particular, the effects of process and output control appears to be stronger in industrial (vs consumer) markets, service (vs goods) industries and in studies conducted in non-Western (vs Western) cultures; and output monitoring measures appear to be more effective than output control measures, yet process monitoring appears to be less effective than process control in marketing channels.
Originality/value
This original meta-analysis review of the literature on organizational control in marketing channels shows that the effects of process and output control vary according to the research context investigated as well as the specific measure of control used. The paper presents an agenda to guide future research on this topic to more fully develop knowledge of organizational control in marketing channels.
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Jody L. Crosno and Annie Peng Cui
This research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical…
Abstract
Purpose
This research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical perspectives of prospect theory and gain/loss decision frames.
Design/methodology/approach
Four experiments to test the hypotheses with multiple product categories have been conducted.
Findings
Results from a series of experimental studies find that consumers prefer partitioned pricing over all-inclusive pricing for new products, whereas all-inclusive pricing is more preferred for used products. In addition, the authors demonstrate that a high-quality brand can reverse this effect for used products; specifically, consumers prefer partitioned pricing over all-inclusive pricing for a used product with a high-quality brand.
Originality/value
This research contributes to the literature on second-hand consumption by examining the impact of pricing strategies on consumer purchase decisions of new versus used products. This study deepens our understanding of consumer decision-making for new versus used products and it provides implications for bolstering sustainable consumption.
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Jody L. Crosno, Robert Dahlstrom and Chris Manolis
The purpose of this study is to examine change requests in buyer-supplier relationships. Change requests arise when a channel partner wants an addition or alteration to the…
Abstract
Purpose
The purpose of this study is to examine change requests in buyer-supplier relationships. Change requests arise when a channel partner wants an addition or alteration to the agreed-upon deliverable. Although these requests are intended to enhance consumer satisfaction and supply chain performance, they complicate development and production processes and may delay time to market. Responses to change requests may embody compliance or malice, yet research to date has not examined these requests in interfirm relationships. To this end, the authors examine supplier reactions (compliance and opportunism) to change requests made by the buying firm.
Design/methodology/approach
Survey data gathered from 118 third-party developers (i.e. suppliers) reporting on their relationship with the software buyer provide an initial test for the authors’ proposed model.
Findings
The results of a path analysis indicate that change requests are related positively to supplier compliance with those requests and supplier opportunism. Outcome-based control decreases supplier compliance when there are extensive change requests. Behavioral control, in contrast, increases supplier compliance particularly when the buyer provides support for the requested changes.
Research limitations/implications
Future research should examine relational governance and ex ante control mechanisms as alternatives to outcome-based and behavioral control.
Practical implications
The authors’ results suggest that buyers requesting extensive changes should use behavioral control mechanisms and provide support to the supplier implementing the changes.
Originality/value
The authors provide a preliminary examination of suppliers’ reactions to change requests made by buying firms. The authors argue that these requests may limit the autonomy of the supplying firms, creating reactance effects. The authors investigate outcome-based control, behavioral control and buyer support as factors that influence supplier reactions to change requests.
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James R. Brown, Scott K. Weaven, Rajiv P Dant and Jody L Crosno
The aim of this study is to explore possible contingent variables that might explain these twin contradictory effects of marketing channel governance. Franchisors govern their…
Abstract
Purpose
The aim of this study is to explore possible contingent variables that might explain these twin contradictory effects of marketing channel governance. Franchisors govern their systems to limit opportunism and enhance performance. However, the exact opposite often occurs.
Design/methodology/approach
This paper develops an integrative conceptual model of franchisor governance of its franchisees. This model is tested empirically with data collected from 197 Australian franchisees.
Findings
Under strong relational norms, goal congruence and outcome monitoring limit franchisee opportunism; compliance enhances franchisee performance, while opportunism reduces it. With weaker norms, outcome monitoring facilitates compliance, and goal congruence boosts franchisee performance, as does franchisee opportunism. However, norms fail to mitigate behavioral monitoring’s negative impact on opportunism.
Research limitations/implications
This research confirms the positive and negative effects of franchisor governance. It also shows that norms can reverse the positive link between franchisee opportunism and performance. It additionally illustrates how goal congruence and compliance can limit opportunism and boost performance. Future research should refine this study’s measures, incorporate additional constructs into the conceptual model and test the generalizability of these findings in lesser-developed economies.
Practical implications
This research shows that monitoring has both positive and negative effects on franchisee opportunism and performance. To avoid monitoring’s adverse effects, franchisors are advised to enhance goal congruence, boost franchisee compliance and develop strong relational norms.
Originality/value
This paper shows that goal congruence, as well as franchisor outcome monitoring, can mitigate the negative effects of franchisor behavioral monitoring on franchisee opportunism, as do relational norms.