In marketing channels for farm equipment, we investigate the impact of the supplier's use of power on two key outcomes: (1) the retailer's commitment to the channel relationship and (2) both supplier and retailer performance within the channel. We also investigate how retailer commitment affects performance in the channel. We argue that key linkages are moderated by the symmetry of power within the channel (i.e., whether the retailer is more powerful, power is somewhat balanced between the two channel members, or the supplier is more powerful). The results partially support both the primary construct linkages studied here as well as the moderating effects of power symmetry upon them.
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