Authors: Alex R. Zablah; Dan C. Bello; Danny N. Bellenger; Wesley Johnston
New technologies?designed to enhance the efficiency and effectiveness ofcoordination efforts between channel partners?are emerging. However, despite theperformance benefits they offer, channel theory suggests that resellers may be unwilling(for strategic reasons) or unable (due to lack of resources) to commit to these emergingtechnologies. Building on organizational innovation theory, the authors propose aconceptual model that purports to explain how reseller commitment to suchtechnologies develops and ultimately influences the outcomes resulting from theinnovation initiative. Research implications stemming from this effort are provided.
Journal: ( – )
Web Address:
Publish Year: 2004
Conference: Copenhagen, Denmark (2004)