Publication Type
Journal Article
Version
acceptedVersion
Publication Date
7-2005
Abstract
Collaborative manufacturer-retailer relationships based on efficient consumer response (ECR) have become ubiquitous over the past decade. Yet academic studies of ECR adoption and its impact on marketing relationships are relatively scarce. Inspired by the relational view of competitive advantage, the authors empirically investigate whether the extent to which suppliers of a major retailer adopt ECR has a beneficial impact on their outcomes. The results demonstrate that whereas ECR adoption has a positive impact on supplier economic performance and capability development, it also generates greater perceptions of negative inequity on the part of the supplier. However, retailer capabilities and supplier trust moderate some of these main effects. The overall results are robust with respect to differences in supplier size as well as between branded and private-label suppliers.
Keywords
buyer-seller relationships, strategic alliances, competitive advantage, absorptive-capacity, performance, trust, power, management, category, determinants
Discipline
Marketing | Organizational Behavior and Theory
Research Areas
Marketing
Publication
Journal of Marketing
Volume
69
Issue
3
First Page
80
Last Page
94
ISSN
0022-2429
Identifier
10.1509/jmkg.69.3.80.66360
Publisher
American Marketing Association
Citation
CORSTEN, Daniel and KUMAR, Nirmalya.
Do suppliers benefit from collaborative relationships with large retailers? An empirical investigation of efficient consumer response adoption. (2005). Journal of Marketing. 69, (3), 80-94.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5204
Copyright Owner and License
Authors
Additional URL
https://doi.org/10.1509/jmkg.69.3.80.66360