Developing relational exchange: Effectiveness and power

Abstract

Argues that relational exchange is dependent upon both effectiveness and power considerations. The primary objective is to study the effect of power and effectiveness on the relational exchange process between voluntary retail chains and their vendors. In particular, proposes that relational exchange between the chain and the vendor is dependent on (1) the chain’s ability to obtain necessary coordination and limiting free‐riding within the chain system, as well as (2) creating a symmetrical dependence structure that fosters trust and long‐term commitment. The first issue is related to effectiveness, while the second issue concerns aspects of power. The hypotheses were tested on a sample of relations between voluntary retail chains and their suppliers in Norway. Results suggest that free‐riding within the chain, number of chain members and asymmetry of market position are negatively related to relational exchange.

Citation

Rokkan, A.I. and Haugland, S.A. (2002), "Developing relational exchange: Effectiveness and power", European Journal of Marketing, Vol. 36 No. 1/2, pp. 211-230. https://doi.org/10.1108/03090560210412764