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Article: Managing distributors' changing motivations over the course of a joint sales program

TitleManaging distributors' changing motivations over the course of a joint sales program
Authors
KeywordsInformation asymmetry
Marketing channel
Program participation
Rent-seeking motivation
Risk-avoidance motivation
Issue Date2010
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com
Citation
Journal Of Marketing, 2010, v. 74 n. 5, p. 32-47 How to Cite?
AbstractEnsuring joint program participation by distributors is essential to channel management. Although studies confirm that firms can promote distributor participation by attending to their participation motivations, the authors argue that distributors may change their motivations over the course of a joint program, driven by an increase of program-related information and how their peer distributors behave. Drawing insights from the information asymmetry literature, the authors postulate that distributors' ex ante commitment is driven by their motivation to avoid losses, and after they participate, their ex post adaptation reflects rent-seeking motivations. This study also examines how the participation of peer distributors operates as an information signal that moderates the motivation-participation link for the focal distributor. In the context of an actual sales program, this study confirms the postulate of motivation shift and the salience of network-based information in distributors' program participation. The results show that a manufacturer needs to manage its distributors' participation in a discriminant, process-oriented, and system-sensitive manner by addressing the latter's diverse motivations, changing goals in the joint program, and influences from peer distributors. © 2010, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/86032
ISSN
2015 Impact Factor: 3.885
2015 SCImago Journal Rankings: 6.612
References

 

DC FieldValueLanguage
dc.contributor.authorGu, FFen_HK
dc.contributor.authorKim, Nen_HK
dc.contributor.authorTse, DKen_HK
dc.contributor.authorWang, DTen_HK
dc.date.accessioned2010-09-06T09:12:01Z-
dc.date.available2010-09-06T09:12:01Z-
dc.date.issued2010en_HK
dc.identifier.citationJournal Of Marketing, 2010, v. 74 n. 5, p. 32-47en_HK
dc.identifier.issn0022-2429en_HK
dc.identifier.urihttp://hdl.handle.net/10722/86032-
dc.description.abstractEnsuring joint program participation by distributors is essential to channel management. Although studies confirm that firms can promote distributor participation by attending to their participation motivations, the authors argue that distributors may change their motivations over the course of a joint program, driven by an increase of program-related information and how their peer distributors behave. Drawing insights from the information asymmetry literature, the authors postulate that distributors' ex ante commitment is driven by their motivation to avoid losses, and after they participate, their ex post adaptation reflects rent-seeking motivations. This study also examines how the participation of peer distributors operates as an information signal that moderates the motivation-participation link for the focal distributor. In the context of an actual sales program, this study confirms the postulate of motivation shift and the salience of network-based information in distributors' program participation. The results show that a manufacturer needs to manage its distributors' participation in a discriminant, process-oriented, and system-sensitive manner by addressing the latter's diverse motivations, changing goals in the joint program, and influences from peer distributors. © 2010, American Marketing Association.en_HK
dc.languageengen_HK
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.comen_HK
dc.relation.ispartofJournal of Marketingen_HK
dc.subjectInformation asymmetryen_HK
dc.subjectMarketing channelen_HK
dc.subjectProgram participationen_HK
dc.subjectRent-seeking motivationen_HK
dc.subjectRisk-avoidance motivationen_HK
dc.titleManaging distributors' changing motivations over the course of a joint sales programen_HK
dc.typeArticleen_HK
dc.identifier.openurlhttp://library.hku.hk:4550/resserv?sid=HKU:IR&issn=0022-2429&volume=74&issue=5&spage=32&epage=47&date=2010&atitle=Managing+distributors%27+changing+motivations+over+the+course+of+a+joint+sales+programen_HK
dc.identifier.emailTse, DK: davidtse@hku.hken_HK
dc.identifier.emailWang, DT: dtwang@hkucc.hku.hken_HK
dc.identifier.authorityTse, DK=rp01100en_HK
dc.identifier.authorityWang, DT=rp01106en_HK
dc.description.naturelink_to_subscribed_fulltext-
dc.identifier.doi10.1509/jmkg.74.5.32en_HK
dc.identifier.scopuseid_2-s2.0-77956570705en_HK
dc.identifier.hkuros168846en_HK
dc.identifier.hkuros169147-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-77956570705&selection=ref&src=s&origin=recordpageen_HK
dc.identifier.volume74en_HK
dc.identifier.issue5en_HK
dc.identifier.spage32en_HK
dc.identifier.epage47en_HK
dc.publisher.placeUnited Statesen_HK
dc.identifier.scopusauthoridGu, FF=8341699100en_HK
dc.identifier.scopusauthoridKim, N=7403397049en_HK
dc.identifier.scopusauthoridTse, DK=7101916504en_HK
dc.identifier.scopusauthoridWang, DT=16553709100en_HK

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