The critical role of trust in obtaining retailer support for a supplier's strategic organizational change

Robert F Lusch, Matthew O'Brien, Birud Sindhav

Research output: Contribution to journalArticle

37 Citations (Scopus)

Abstract

It is well established in the marketing literature that the bond of trust is a cornerstone of interorganizational relationships. However, trust is considered to be context-specific, as it is difficult to endow on new relationships. We argue that the existing trust between organizations not only survives tough and shifting times, but also helps steer those organizations through such trying periods. We investigated a context where a major change was instituted in a cooperative marketing channel. Here, the supplier (the focal channel member) had to convince the other channel members (the retailers) about the impending merger, which may or may not bring benefits to all. We empirically show the existing trust in the supplier was a major determinant of the support for the merger and inducing the post-merger trust in and commitment to the changed supplier.

Original languageEnglish (US)
Pages (from-to)249-258
Number of pages10
JournalJournal of Retailing
Volume79
Issue number4
DOIs
StatePublished - 2003
Externally publishedYes

Fingerprint

Organizational Innovation
Marketing
Mergers
Retailers
Suppliers
Organizational change

Keywords

  • Commitment
  • Marketing channels
  • Organizational change
  • Relationship marketing
  • Retail cooperative
  • Trust

ASJC Scopus subject areas

  • Marketing
  • Applied Psychology

Cite this

The critical role of trust in obtaining retailer support for a supplier's strategic organizational change. / Lusch, Robert F; O'Brien, Matthew; Sindhav, Birud.

In: Journal of Retailing, Vol. 79, No. 4, 2003, p. 249-258.

Research output: Contribution to journalArticle

@article{bb7def70ad2245e78b6a2441e39f2f96,
title = "The critical role of trust in obtaining retailer support for a supplier's strategic organizational change",
abstract = "It is well established in the marketing literature that the bond of trust is a cornerstone of interorganizational relationships. However, trust is considered to be context-specific, as it is difficult to endow on new relationships. We argue that the existing trust between organizations not only survives tough and shifting times, but also helps steer those organizations through such trying periods. We investigated a context where a major change was instituted in a cooperative marketing channel. Here, the supplier (the focal channel member) had to convince the other channel members (the retailers) about the impending merger, which may or may not bring benefits to all. We empirically show the existing trust in the supplier was a major determinant of the support for the merger and inducing the post-merger trust in and commitment to the changed supplier.",
keywords = "Commitment, Marketing channels, Organizational change, Relationship marketing, Retail cooperative, Trust",
author = "Lusch, {Robert F} and Matthew O'Brien and Birud Sindhav",
year = "2003",
doi = "10.1016/j.jretai.2003.09.003",
language = "English (US)",
volume = "79",
pages = "249--258",
journal = "Journal of Retailing",
issn = "0022-4359",
publisher = "Elsevier BV",
number = "4",

}

TY - JOUR

T1 - The critical role of trust in obtaining retailer support for a supplier's strategic organizational change

AU - Lusch, Robert F

AU - O'Brien, Matthew

AU - Sindhav, Birud

PY - 2003

Y1 - 2003

N2 - It is well established in the marketing literature that the bond of trust is a cornerstone of interorganizational relationships. However, trust is considered to be context-specific, as it is difficult to endow on new relationships. We argue that the existing trust between organizations not only survives tough and shifting times, but also helps steer those organizations through such trying periods. We investigated a context where a major change was instituted in a cooperative marketing channel. Here, the supplier (the focal channel member) had to convince the other channel members (the retailers) about the impending merger, which may or may not bring benefits to all. We empirically show the existing trust in the supplier was a major determinant of the support for the merger and inducing the post-merger trust in and commitment to the changed supplier.

AB - It is well established in the marketing literature that the bond of trust is a cornerstone of interorganizational relationships. However, trust is considered to be context-specific, as it is difficult to endow on new relationships. We argue that the existing trust between organizations not only survives tough and shifting times, but also helps steer those organizations through such trying periods. We investigated a context where a major change was instituted in a cooperative marketing channel. Here, the supplier (the focal channel member) had to convince the other channel members (the retailers) about the impending merger, which may or may not bring benefits to all. We empirically show the existing trust in the supplier was a major determinant of the support for the merger and inducing the post-merger trust in and commitment to the changed supplier.

KW - Commitment

KW - Marketing channels

KW - Organizational change

KW - Relationship marketing

KW - Retail cooperative

KW - Trust

UR - http://www.scopus.com/inward/record.url?scp=0344154605&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=0344154605&partnerID=8YFLogxK

U2 - 10.1016/j.jretai.2003.09.003

DO - 10.1016/j.jretai.2003.09.003

M3 - Article

AN - SCOPUS:0344154605

VL - 79

SP - 249

EP - 258

JO - Journal of Retailing

JF - Journal of Retailing

SN - 0022-4359

IS - 4

ER -