How does influence strategy work? The moderating role of cognitive institutional profile and mediating role of commitment

Weihe Gao, Mrinal G Ghosh, Liping Qian

Research output: Contribution to journalArticle

4 Scopus citations


Influence strategies are crucial factors in interfirm relationships, however, the current research leaves much to explore. This paper develops a conceptual model focusing on the effects of two types of non-coercive influence strategies on joint profits, the moderating effects of the cognitive institutional profile, and the mediating role of commitment. Empirical results based on data from a survey of 262 buyer-supplier dyads show that information and financial incentive influence strategies foster joint profits by enhancing the buyer's commitment to the relationship (BCtoR); cognitive institutional profile undermines the positive effects of influence strategies on BCtoR. The findings reveal interfirm influence factors that go beyond dyadic interactions, thereby extending the current thinking on influence strategies and institutional theory as they apply to interfirm relationships.

Original languageEnglish (US)
JournalIndustrial Marketing Management
StateAccepted/In press - Jan 1 2017



  • Cognitive institutional profile
  • Commitment to relationship
  • Financial incentive influence strategy
  • Information influence strategy

ASJC Scopus subject areas

  • Marketing

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