Publication Type

Journal Article

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 | Operations and Supply Chain Management

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

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org/10.1509/jmkg.69.3.80.66360

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