Business to business governance structure and marketing strategy

Paswan, A.K. and Guzman, F. and Blankson, C. (2012) Business to business governance structure and marketing strategy. Industrial Marketing Management, 41 (6). pp. 908-918.

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This study tries to find an answer to the question: Are different marketing channel governance structural dimensions equally conducive for different marketing strategies? The results from an empirical study suggest that different dimensions of channel governance structure may not be equally conducive for different marketing strategies. Specifically, a high level of centralization in channel governance has no significant association with any of the marketing strategies; whereas a high level of formalization is positively associated only with a focus strategy. In comparison, participation is positively associated with both differentiation and price leadership strategies, but negatively associated with a focus strategy. Furthermore, a post hoc analysis was conducted to get more clarity of these relationships. A discussion of the findings along with their implications and limitations are also presented.

Item Type: Article
Uncontrolled Keywords: Channel governance structure, Marketing strategy, Business to business marketing, B2B
Author Affiliation: University of North Texas, P.O. Box 311396, Denton, Texas 76203-1396, USA
Subjects: Social Sciences > Marketing
Divisions: General
Depositing User: Mr Siva Shankar
Date Deposited: 18 Mar 2014 08:58
Last Modified: 18 Mar 2014 08:58
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