Authors: Yonghoon Choi; Yoritoshi Hara
Our study investigates the resource and activity factors facilitating adaptation in B2B relationships. With respect to the relations among actor bonds, resources, and activities, the so-called Actors-Resources-Activities (ARA) model in IMP research gives us a comprehensive view of this research topic. However, the ARA model does not fully contain hypotheses that need to be tested statistically. We built a research model for examining relationship-specific resources and tailored activities facilitating adaptation to enhance performance in marketing-channel relationships. Then, we conducted a quantitative empirical study to test the model using 375 survey data collected from Japanese manufacturing firms. Our analysis results show the positive effects of relationship-specific resources and tailored channel activities on channel performance. Additionally, our findings demonstrate that channel integration can positively moderate the performance effect of relationship-specific resources. We also found that higher exploitation capacities as a capability can positively affect the performance-enhancing role of tailored channel activities.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2016
Conference: Poznan, Poland (2016)