Dealer perceptions of supplier power and influence strategies : A Survey of photographic products channel segment

Abstract

A literature search indicates conflicting evidence over a channel member's power, its choice of influence strategies and the relationships among the influence strategies as used within marketing channel dyadic relationships. Whereas some researchers have come up with findings in support of the view that a channel member with a comparatively high level of power utilize coercive strategies in influencing another channel member, others have come up with findings leading to the conclusion that the opposite of the above view holds true. The need for additional field studies in other channel systems, industries and marketing environmental sets is therefore underscored. Data from a field study of the photographic products distribution channel segment within Nairobi city are used to investigate: (i) the perceived power of a supplier and the frequency with which they employ the various influence strategies, (ii) the relationship between the perceived power of the supplier and the influence strategies used, and (iii) the relationships among the influence strategies. The results of the study indicate that: Non - coercive influence strategies were used most as opposed to the coercive ones; that suppliers with a low level of power rely more on the use of non - coercive influence strategies; a positive relationship between frequency of use of the non - coercive influence strategies and inconclusive interrelationships of the coercive strategies, among other findings. Generally, there seem to be a danger of generalizing findings of one channel studies to other channel contexts.