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.
buyer-seller relationships, strategic alliances, competitive advantage, absorptive-capacity, performance, trust, power, management, category, determinants
Marketing | Operations and Supply Chain Management
Journal of Marketing
American Marketing Association
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. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5204
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