Opposites attract, but Similarity works : A Study of Interorganizational Similarity in Marketing Channels

Homburg, Christian ; Fassnacht, Martin ; Schneider, Janna

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URL: https://ub-madoc.bib.uni-mannheim.de/42507
URN: urn:nbn:de:bsz:180-madoc-425078
Document Type: Working paper
Year of publication: 2002
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W055
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: This study explores the construct of interorganizational similarity in business orientation between manufacturers and distributors. Drawing on Social Identity Theory, the authors develop hypotheses concerning the outcomes of similarity on the relationship. In particular, they argue that relationship effectiveness for the manufacturer is positively affected by similarity in business orientation through the mediating construct of cooperation. An empirical study of more than 200 business relationships provides support for the theoretical reasoning.

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