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Golgeci, Ismail, Malagueño, Ricardo 
ORCID: https://orcid.org/0000-0002-1481-6487 and Fearne, Andrew ORCID: https://orcid.org/0000-0003-4910-046X
(2021)
Unlocking the link between relationship duration and product de-listing in retail channels: The role of market orientation and brand diffusion.
Industrial Marketing Management, 95.
pp. 5-16.
ISSN 0019-8501
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Abstract
The literature on retailers' range rationalization is limited and focuses primarily on the consequences thereof from a consumer perspective. Drawing on the extant research on buyer-supplier relationships, brand management, and market orientation (MO) in business-to-business (B2B) markets, our research explores the antecedents of product de-listing in retail channels. It unlocks the link between relationship duration and product de-listing by examining the role of MO and brand diffusion. Using a combination of primary data with both objective and perceptual measures and proprietary objective data from a sample of suppliers to a large British supermarket, we find that the supplier's brand diffusion is an essential means of utilizing relationship duration between suppliers and retailers to reduce product de-listing in retail stores. Additionally, we find that MO plays opposite moderating roles in the links between relationship duration, brand diffusion, and product de-listing. It strengthens the negative influence of relationship duration on product de-listing, while it weakens the positive influence of relationship duration on brand diffusion. Our study contributes to research on marketing channels and B2B marketing by highlighting the limitations of relational view theory and unveiling the role of brand diffusion and MO in explaining the outcomes of buyer-supplier relationships in retail channels.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | relationship duration,product failure,market orientation,brand diffusion,retail channels,buyer-supplier relationships |
| Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
| UEA Research Groups: | Faculty of Social Sciences > Research Groups > Accounting & Quantitative Methods Faculty of Medicine and Health Sciences > Research Centres > Norwich Institute for Healthy Aging Faculty of Social Sciences > Research Groups > Innovation, Technology and Operations Management |
| Related URLs: | |
| Depositing User: | LivePure Connector |
| Date Deposited: | 23 Mar 2021 00:47 |
| Last Modified: | 26 May 2024 06:30 |
| URI: | https://ueaeprints.uea.ac.uk/id/eprint/79535 |
| DOI: | 10.1016/j.indmarman.2021.03.006 |
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