Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms
Document Type
Journal article
Source Publication
Industrial Marketing Management
Publication Date
2-1-2010
Volume
39
Issue
2
First Page
195
Last Page
201
Publisher
Elsevier Inc.
Keywords
Channel relationship performance, extra-role behavior, contract, trust, procedural justice
Abstract
In export businesses where overseas agents enjoy much better knowledge of customers, competitors and institutional environments, a major challenge facing export channel management is encouraging extra-role behavior in forms of agents' spontaneous, cooperative, and innovative actions when formulating and executing strategic decisions for export markets. This study addressed this major challenge by developing an integrated model of agents' extra-role behavior which proposed that the exercise of economic, social, and justice related sharedness mechanisms when making and executing strategic decisions of channel partnerships can be expected to have a positive effect on channel relationship performance. The model was tested by a sample of 353 exporting manufacturers. The empirical evidence showed that channel relationship performance was strongly and positively affected by exporters' perception over agents' extra-role behavior over strategy formulation and execution. Exporting firms are advised to enhance likelihood of agents' extra-role behavior over strategy formulation and execution by expanding inter-organizational sharedness mechanisms in the forms of agents' contract inclusiveness, agents' relationship trust, and agents' decision-making procedural justice.
DOI
10.1016/j.indmarman.2008.12.011
Print ISSN
00198501
E-ISSN
18732062
Publisher Statement
Copyright © 2008 Elsevier Inc
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L. Y. E. (2010). Encouraging extra-role behaviour in a channel context: The role of economic-, social-, and justice- based sharedness mechanisms. Industrial Marketing Management, 39(2), 195-201. doi: 10.1016/j.indmarman.2008.12.011