DAĞITIM KANALLARINDA BAYİLERİN ÜRETİCİ FİRMA LEHİNE İŞBİRLİĞİ DAVRANIŞLARINI ETKİLEYEN FAKTÖRLERİ İNCELEYEN BİR ARAŞTIRMA

Yıl 2002, , 99 - 106, 30.01.2002

Cengiz Yılmaz Ebru Tümer Kabadayı

https://doi.org/10.14783/maruoneri.683423

Öz

This paper highlights the importance of cooperative behaviors between supplier firms and independent resellers in contractual distribution channels, where each reseller (i.e., dealer) acts as an independent profit center. Three major facets of cooperation (i.e., solidarity, information exchange, and flexibility) are discussed, and two major factors (dependence and trust) are theorized as facilitating cooperative behaviors. Supplier dependence, dealer dependence, and dealer’s trust on the supplier are hypothesized as promoting cooperative tendencies of resellers. The relationships hypothesized in the conceptual section of the article are subjected to empirical testing using data obtained from 192 independent dealers in the Turkish automobile industry. Theoretical and managerial implications of the study findings are discussed.

Anahtar Kelimeler

Dağıtım kanalları, Üretici firma, İşbirliği davranışları, İşbirliği davranışlarını etkileyen faktörler

Kaynakça

• [1] GILL, E., L.; ALLERHEILIGBN R.P., "Co-Operation In Channels Of Distribution. Physical Distribution Leads The Way", International Journal Of Physical Distribution & Logisties Management, Vol.26, 1996, ss.49-63.
• [2] RING, P.S.; Van De VEN, A. H., "Developmental Processes Of Cooperative Interorganizational Relationships", Academy Of Management Review, 19, 1994, ss.90-113.
• [3] CANNON, Joseph P.; PERREAULT, Jr. William D., "Buyer-Seller Relationships In Business Markets", Journal of Marketing Research, Vol. 36, November 1999, ss.439-460.
• [4] COMES, 16.; KETCHEN, J., "Explaining Interfirm Cooperation And Performance: Toward A Reconciliation Of Predictions From The Resource-Based View And Organizational Economics”, Strategic Management Journal, Vol. 20,. 1999, ss.867-888.
• [5] LUSCH, L.R.; BROWN, R.J., "Interdependency, Contracting, And Relational Behavior In Marketing Channels", Journal of Marketing, Vol.60, October 1996, ss.19-38.
• [6] HEIDE, Jan B.; JOHN, George, "Do Norms Matter In Marketing Relationships?", Journal of Marketing, Vol. 56, April 1992, ss.32-44.
• [7] MACNEIL, I., The New Social University Press, New Haven, 1980.
• [8] JAP ,S. D.; GANESAN, S., "Control Mechanisms And The Relationship Life Cycle: Implications For Safeguarding Specific Investments And Developing Commitment", Journal of Marketing Research, 37 May 2000, ss.227-245.
• [9] HEIDE, Jan B.; JOHN, George, "The Role Of Dependence Balancing In Safeguarding Transaction Specific Assets In Conventional Channels", Journal of Marketing, Vol, 52, January 1998, ss.20-35.
• [10] MORH, J.; SPEKMAN, R., "Characteristics Of Partnership Success: Partnership Attributes, Communication Behavior, And Conflict Resolution Techniques", Strategic Management Journal, Vol.15, 1994, ss.135-52.
• [11] KUMAR, N.; SCHEER, L.; STEENKAMP, E.M., "The Effects Of Supplier Fairness On Vulnerable Resellers", Journal of Marketing Research, Vol.32, February 1995, ss.54-65.
• [12] EI-ANSARY, A.; STERN, L.W., "Power Measurement In The Distribution Channel", Journal of Marketing Research, 20, May 1972, ss.158-66.
• [13] EMERSON, Richard M., "Power-Dependence Relations", American Sociological Reviews, Vol. 27, February 1962, ss.31-41.
• [14] PREFFER, J.; SALANCIK, G.R., The External Control Of Organizations: A Resource Dependence Approach, Harper And Row Publishers Inc., New York, 1928.
• [15] HALLEN, L.; JAN, J.; NAZEEM, S., "Interfirm Adaptation In Business Relationships", Journal of Marketing, 55, 1991, ss.29-37.
• [16] GUNDLACH, G.T.; CADOTTE, E.R., "Exchange Interdependence And Interfirm Interactionz: Research In A Simulated Channel Setting", Journal of Marketing, 52, January 1994, ss.20-35.
• [17] LAWLER, E.J.; BACHARACH, S.E., "Comparison Of Dependence And Punitive Forms Of Power", Social Forces, Vol. 66, Issue 2, 1987, ss.446-462.
• [18] ANDERSON, Erin; WEITZ, Barton A., "Determinants Of Continuity In Conventional Industrial Channel Dyads", Marketing Science, Vol. 8, Fall 1989, ss.310-323.
• [19] ANDERSON, E.; WEITZ, B., "The Use Of Pledges To Build And Sustain Commitment In Distribution Channels", Journal of Marketing Research, Vol.29, February 1992, ss.18-34.
• [20] HEIDE, Jan B., "Interorganizational Governance In Marketing Channels", Journal of Marketing, Vol. 58, January 1994, ss.71-85.
• [21] MORGAN, R.; HUNT, S., "The Commitment-Trust Theory Of Relationship Marketing", Journal of Marketing, Vol.58, July 1994, ss.20-38.
• [22] FRAJZER, Gary L., "Organizing And Managing Channels Of Distribution", Journal Of The Academy Of Marketing Science, Vol. 27, Spring 1999, ss.226-240.
• [23] SIGUAW, A.J.; SIMPSON, M.J.; BAKERr, L.T., "Effects Of Supplier Market Orientation On Distributor Market Orientation And The Channel Relationship: The Distributor Perspective", Journal of Marketing, Vol.62, 1998, ss.99-111.
• [24] GUNDLACK, G.T.; MURPY, F.E., "Ethical And Legal Foundations Of Relational Marketing Exchange", Journal of Marketing, 57, October 1993, ss.35-46.
• [25] MOORMAN, C.; DESHPANDE, R.; ZALTMAN, G., "Factors Affecting Trust In Market Research Relationship", Journal of Marketing, Vol.57, January 1993, ss.81-101.
• [26] DONEY, M.P.; CANNON, P. J., "An Examination OfThe Nature Of Trust In Buyer-Seller Relationships", Journal of Marketing, Vol.61, 1997, ss.35-51.
• [27] ANDERSON, Erin; NARUS, James A., "A Model Of The Distributor’s Perspective Of Distributor-Manufacturer Working Relationships", Journal of Marketing, Vol. 48, Fall 1984, ss.62-74.
• [28] GANESAN, S., "Determinants Of Long-Term Orientation In Buyer-Seller Relationships", Journal of Marketing, Vol.58, April 1994, ss.1-8.
• [29] ANDERSON, E.; LODISH, L.; WEITZ, B., "Resource Allocation Behavior In Conventional Channels", Journal of Marketing Research, 24, February 1987, ss.85-97.
• [30] ANDERSON, J.C.; NARUS, J.A., "A Model Of Distributor Firm And Manufacturer Firm Working Partnerships", Journal of Marketing, Vol.54, January 1990, ss.42-58.
• [31] ANDALEEB, S.S., "Dependence Relations And The Moderating Role Of Trust: Implications For Behavioral Intentions In Marketing Channels”, International. Journal of Research In Marketing, 12(2), 1995, ss.157- 172.
• [32] YILMAZ, Cengiz, "Salesforce Cooperation: The Impact Of Relational, Task, Organizational, And Personal Factors", Dissertation Thesis, Texas Tech University, 1999.
• [33] ANDERSON, J.C.; GERBING, D.W., "Structural Equation Modeling In Practice: A Review And Recommended Two-Step Approach", Psychological Bulletin, 103 (3), 1988, ss.411-23.