Is the theory of trust and commitment in marketing relationships incomplete?

Trust and commitment are central to the relational mediators model of relationship marketing. Extant research suggests that trust enhances commitment, as a trusted partner is so highly valued that a channel member will invest in the relationship and put forth efforts to maintain that relationship. This study re-examines the causality between trust and commitment by comparing alternative models across three datasets (including the seminal Morgan and Hunt 1994 data). The results indicate that while trust enhances commitment, commitment can also erode trust. Several viable, theoretically-driven explanations for this negative effect are discussed, and propositions are developed for future research.     

Why do incumbents sometimes succeed? Investigating the role of interorganizational trust on the adoption of disruptive technology

Previous research has noted that new firms traditionally have more success with the diffusion of disruptive technologies than do incumbent firms. For the development of disruptive technologies, newer firms appear to be advantageous as they are generally more flexible in resource allocation. However, exceptions can be found in various industries in which incumbents have been able to succeed with their own disruptive technologies. One possible explanation for these exceptions is the influence of pre-existing levels of trust already developed between incumbents and potential buyers of disruptive technologies. In order to explore this further, this article provides a link between interorganizational trust and the adoption of new, disruptive technologies in industrial markets. By surveying 134 current and potential Software-as-a-Service (SaaS) users, we show how pre-existing, interorganizational trust impacts the perceptions a potential buyer has towards a disruptive technology and how these perceptions influence a buyers' intention to adopt a new, disruptive technology. Beyond trust, we use perceived ease of use, perceived value, perceived usefulness and financial stability to create a predictive model for intention to adopt. Holistically, this article provides insight on how buyer–supplier relationships generally favor incumbent firms and can impact a buyers' perception of a new, disruptive technology.     

When does (not) a coopetitive relationship matter to performance? An empirical investigation of the role of multidimensional trust and distrust

Despite substantive evidence showing mixed results on the association between a coopetitive relationship and performance, surprisingly little theory explains the contingencies under which a coopetitive relationship does (or does not) matter to performance. By combining insights from the trust-distrust literature and 18 in-depth managerial conversations, this study unpacks the multidimensional nature of trust (i.e., goodwill and competence) and distrust (i.e., malevolence and discredibility) and suggests that the effect of a coopetitive relationship matters to performance, when both trust and distrust are present (at moderate to high levels), but fails to do so when one of them is low and the other is high. The results based on a sample of Swedish firms provide full support for the hypotheses. In terms of theoretical contributions, this study challenges the old wisdom suggesting trust as good and distrust as bad, extends the current understanding of trust and distrust beyond their one-dimensionality, and provides a novel approach to understanding when a coopetitive relationship performs well and when it does not. In terms of practical relevance, it suggests that firms adopt a paradox mindset (with a focus on both trust and distrust) to unlock the positive potential of a coopetitive relationship.     

What do we know about buyer–seller negotiations in marketing research? A status quo analysis

The main objective of this study is to provide an overview of the current status quo of negotiation research in marketing. In this context, we first conduct a quantitative analysis of existing literature on buyer–seller negotiations. Specifically, we undertake a screening of 10 high-ranking marketing journals so as to identify the body of negotiation-related articles within marketing. In a next step, the identified articles are subjected to both content and co-citation analyses. To this end, we modify the interaction model of the IMP Group in order to comprehensibly structure the existing findings. In a last step, these findings are presented to various negotiation experts to verify their practical relevance. From this multi-step procedure, we derive sound implications for research and practice.     

An empirical study of manufacturing flexibility of exporting firms in China: How do strategic and organizational contexts matter?

Using evidence from exporting firms in China, this research aims to determine the conditions that foster manufacturing flexibility and the way in which firms support it. The contingency perspective and the competence and capability theory are utilized to develop a framework to enhance the knowledge of internal competence, external flexibility, and manufacturing performance, and the understanding of the moderating roles of strategic and organizational choice on the competence-flexibility and flexibility-performance relationships. Empirical evidence from a sample of 222 export product/market ventures confirmed the main effect that manufacturing, assembly outsourcing, and marketing competencies support a firm's manufacturing flexibility and in turn enhance manufacturing performance. Several notable moderating effects were also identified. Although a strategic emphasis on low-cost manufacturing and long-term contracting weakens a firm's transformation of core competencies into flexible capabilities, specific organizational choices regarding private ownership and direct exporting strengthen the conversion of manufacturing flexibility to superior manufacturing performance.     

How do CEO emotions matter? Impact of CEO affective traits on strategic and performance conformity in the spanish banking industry

Research on how managers influence firm outcomes has generated promising explanations of differences in organizational strategies and performance within a given industry, but has largely ignored the role of emotions in shaping managers' strategic choices. This article analyzes the influence of the affective traits of CEOs—their long‐term tendency to experience positive or negative moods or emotions—on strategy and performance conformity in a sample of Spanish banks and savings banks. Our results show that managers' negative affective traits are related to more conformist strategies and more typical performance, whereas positive affective traits seem to promote outcomes that deviate from the central tendencies of the industry. Results also show that strategic conformity mediates the relationship between CEO negative affective traits and typical performance. Copyright © 2009 John Wiley & Sons, Ltd.     

When communication quality is trustworthy? Transactive memory systems and the mediating role of trust in software development teams

While the importance of communication frequency to transactive memory system (TMS) development has well been established, few studies have been done examining the relationship between communication quality and transactive memory systems in software development teams. This study empirically tests the relationships between communication quality and TMS, and the effect of TMS on team effectiveness. We also examine the mediating effect of trust on the link between communication quality and TMS. By investigating 86 software development teams in China, the results suggest that: (1) communication quality has a positive effect on TMS; (2) the link between communication quality and TMS is mediated by benevolence‐ and competence‐based trust; and (3) TMS has a positive impact on team performance. Theoretical and managerial implications of the study findings are discussed.     

Trading off nutrition and education? A panel data analysis of the dissimilar welfare effects of Organic and Fairtrade standards

Millions of smallholder farmers in developing countries participate in different types of sustainability standards. A growing body of literature has analyzed the welfare effects, with mixed results. Yet, there are important knowledge gaps. First, most existing studies have looked at the effects of one standard in one country. When comparing between studies it is unclear whether dissimilar outcomes are the result of different standards or different local conditions. Second, most studies have used cross-section data, so that selectivity issues remain a challenge. Third, existing work has primarily analyzed effects in terms of purely economic indicators, such as prices and income, ignoring other dimensions of household welfare. We address these shortcomings using panel data from small-scale coffee producers in Uganda and comparing the effects of two of the most popular sustainability standards, namely Organic and Fairtrade. Welfare effects are analyzed in terms of household expenditures, child education, and nutrition. Results show that Organic and Fairtrade both have positive effects on total consumption expenditures. However, notable differences are observed in terms of the other outcomes. Organic contributes to improved nutrition but has no effect on education. For Fairtrade it is exactly the other way around. We explore the mechanisms behind these differences.     

The distinctive effects of dual-level leadership behaviors on employees’ trust in leadership: An empirical study from China

The loss of trust within and between organizations has become serious worldwide, especially in China. In this study, we seek to explain why as well as how leaders at two different levels (i.e., the top management and the supervisory levels) affect employees?? trust in leadership at the two levels distinctively, especially in the context of China as an emerging economy. Adopting the perspective of multi-level social exchanges within organizations, we develop a dual-level model with perceived organizational support and leader?Cmember exchange as two major mediating mechanisms for the distinctive effects of transformational leadership behaviors on employees?? trust in leadership at both top management and supervisory levels, respectively. The empirical evidence based on a sample of 357 Chinese employees and their supervisors supports the proposed model. Both theoretical and practical implications of our findings are discussed.     

Does subnational region matter? Foreign affiliate performance in the United states and China

This study examines the extent to which subnational regions can explain foreign affiliate performance in two host country settings, the United States and China, the world's two largest economies at polar ends of the economic spectrum (i.e., an advanced versus an emerging economy). Our results suggest that the subnational region is significant in explaining foreign affiliate performance, thus confirming its importance as an additional unit of analysis for firm performance. This study also shows that the effects of subnational region are far stronger in China than they are in the United States, thus suggesting that regional differences are more critical in their explanatory power for firm performance in emerging economies than they are in advanced economies. Copyright © 2010 John Wiley & Sons, Ltd.     

The emergence of dependence and lock-in effects in buyer–supplier relationships — A buyer perspective

The industrial marketing literature frequently points to dependence in buyer–supplier relationships (BSRs) as an essential construct in understanding the development of strong, long-lasting partnerships. Although the antecedents of dependence have been discussed, extant research lacks an understanding of the explanatory mechanisms of how dependence – or even lock-in situations – actually evolve. In this article, we examine the emergence of these aspects in BSRs by analyzing the example of a logistics outsourcing relationship. Using a grounded theory approach in a real-life case involving a German mechanical engineering company and its service provider, we identify four interrelated mechanisms (convincing, tying, complementing and lock-in) that explain dependence and lock-in from a buyer's perspective. Based on our empirical findings, we develop a conceptual model that points to the theoretical importance of the interconnected influences and sub-processes between transactional, mental, and operative bonding effects. Our results inform managerial practice on how to plan and manage BSRs. The model enhances existing research on dependence in BSRs and can serve as a starting point for further investigations into buyer–supplier dependence (BSD) and lock-in in dyadic business relationships.     

Organizational capabilities and business performance: When and how does the dark side of managerial ties matter?

Though the dark side of business-to-business relationships exists at both the firm and personal level, recent research evidence suggests that the theoretical conceptualization and empirical investigation concerning the latter is still under development. Building upon theoretical perspectives of organizational capability, organizational networking and social capital theories, this study investigates the boundary conditions of personalized business-to-business relationships (managerial ties) on business performance. Specifically formulated hypotheses are tested using the perceptions of senior executives in 137 Taiwanese firms operating in a variety of industrial sectors. Our study extends extant literature by revealing that the dark side of managerial ties is evident in the perceived management capability-political ties-performance and technology capability-business ties-performance interplays. More importantly our survey results are corroborated by evidence from interview results with twelve senior executives. Such findings collectively demonstrate the dark side of political ties (governmental interference in employment, blockage of information flow as well as conflicts of interest), and business ties (reciprocal obligations, time consuming factors and maintenance costs).     

Does corporate social responsibility matter even in the B2B market?: Effect of B2B CSR on customer trust

This study attempts to understand how Corporate Social Responsibility (CSR) positively influences the quality of business relationship in the business-to-business market. The purpose of this article is to suggest the CSR model in the B2B context. First, this study discerns two dimensions of firms' CSR activities based on the previous studies in B2B area - Business CSR and Altruistic CSR. Furthermore, we tried to investigate the CSR activities affecting the result of the development of business relationships (economic and non-economic factors) and customer trust as a relationship performance in the B2B market. Managerial implications and limitation of the study were also discussed.     

What do i want? The effects of individual aspiration and relational capability on collaboration preferences

Research summary: We examine individuals' collaboration preferences in the Knowledge Transfer Network (KTN) for the UK plastics electronics sector. Using conjoint analysis, we investigate how aspiration gaps and relational capability affect the value placed on potential organizational collaborations. Aspiration gaps reflect individuals' perception of whether they are ahead of or behind peers on their career trajectory, and relational capability captures three distinct dimensions: networking skills, openness to collaborate, and network awareness. Our findings suggest that positive and negative aspiration gaps augment preferences to form organizational partnerships. These effects are positively moderated by networking skills and openness and negatively moderated by network awareness. We discuss the implications of these findings for theories of partnership formation, scientific collaboration, and behavioral strategy. Managerial summary: University–industry collaboration is important to the creation and application of new knowledge. Such collaboration requires individuals of different backgrounds to work together, which can be difficult. We investigate what drives individuals' preferences to collaborate. We find that individuals who consider themselves ahead of or behind their peers are more favorable toward collaboration. We also find that networking skill and openness augment this positive collaboration disposition whereas awareness of the network members makes one more selective and reduces the proclivity to collaborate. Copyright © 2015 John Wiley & Sons, Ltd.     

Regional differences in business ethics in the People’s Republic of China: A multi-dimensional approach to the effects of modernisation

This paper investigates the influence of modernisation on the moral judgements of 211 managers in the People’s Republic of China, based on their responses to a series of vignettes depicting potentially unethical behaviour in organisations. Since modernisation can take many forms, this paper takes a multi dimensional approach to examining levels of modernisation in different provinces in China. Three different measures are used, believed to represent different aspects of the modernisation process. These include the level of industrialisation of various provinces, the level of marketisation, or progress toward a market-based economy, and a new measure of Westernisation, or the extent to which individuals adopt aspects of Western lifestyle and materialism. This latter measure is developed and tested in the present study. Statistically significant associations between these three measures of modernisation and managers’ moral judgements were observed and the implications of these findings are discussed.     

Lone wolf or social monkey? The role of marketing outsourcing in the development of second-order marketing competences

Marketing outsourcing has been increasing for decades due to its well-known benefits, even though the development of dynamic marketing capabilities can be severely damaged as a result. This study focuses on the conditions under which marketing outsourcing favors organizational learning. We found that the relationship between marketing outsourcing and second-order marketing competences resembles an inverted U curve. The first-order marketing competences and absorptive capacity positively moderate this relationship both individually and jointly, by shifting the U-curve to the right. Thus, any firm has an optimum level of beneficial outsourcing that depends on how skilled it is in the outsourced marketing function and its ability to assimilate and apply new knowledge. Our findings provide learning-related criteria for the outsourcing decision. Firms that will consider them can develop a knowledge-based competitive advantage while still enjoying the benefits of outsourcing. Against the common wisdom, we show that the development of new marketing capabilities is an equally challenging task for marketing functions with both low and high knowledge intensity.     

Whose experience matters in the boardroom? The effects of experiential and vicarious learning on emerging market entry

Using an organizational learning perspective, we develop arguments about vicarious learning through board interlocks and its relation to experiential learning. Although it is well established that firms learn from board interlocks, little attention has focused on which types of interlocks are most consequential and why. We distinguish between the relative advantages of various tie attributes such as experience, authority, and credibility and argue that these distinctions lead to measureable differences in learning outcomes. We further demonstrate that whether vicarious learning substitutes or complements focal firm experiential learning depends upon the type of interlock involved. After accounting for the endogeneity of ties, we find support for our framework in a longitudinal analysis of foreign investments by German firms in emerging economies between 1990 and 2003. Copyright © 2013 John Wiley & Sons, Ltd.     

Do regions matter? An integrated institutional and semiglobalization perspective on the internationalization of MNEs

Traditional research suggests a relationship between country‐level institutions and the location choices of MNEs. However, more recent theory suggests MNEs also focus on regions (semiglobalization). Therefore, this study examines institutional effects in the context of semiglobalization by considering the influences of three formal institutions (i.e., regulatory control, political democracy, capital investments) of countries and geographic regions on MNEs' location choices of internationalization. We use a sample of Japanese MNEs operating in 45 countries within eight regions. The results show that their degree of internationalization into a country is influenced by both country and regional institutional environments. Additionally, a semiglobalization perspective provides better explanatory power than does the country‐level perspective. These results present a new perspective on how MNEs consider institutional environments in their international strategy. Copyright © 2013 John Wiley & Sons, Ltd.     

Spillover effects of investment in big data analytics in B2B relationships: What is the role of human capital?

Economy-wide investment in Big Data Analytics (BDA) offers retailers a number of opportunities and while there is some evidence that new technologies have been widely adopted by retailers, it also transpires that many retailers have yet to fully exploit the benefits of BDA. Most research on Big Data and productivity (or performance) tends to focus on internal factors that prevent retailers from fully exploiting their investment in BDA. Research has paid scarce attention to the benefits that can accrue to the focal firm from the upstream investment in BDA and the features of the B2B marketing environment that may hamper (or enhance) these benefits. Unlike the previous literature, the paper tests the extent to which retailers, by having access to larger share of graduate workforce at regionally, can benefit more from inter-industry upstream investment in BDA than retailers located in areas where such workforce is scarce. Using data from ORBIS, KLEMS and QLFS, we show that retailers located in regions with a larger proportion of graduate workforce benefit more from inter-industry upstream investment in BDA as they tend to be more efficient on average. Equally, upstream investment in BDA is positively associated to frontier shifts over time (i.e. technical progress).     

Reaching the rural poor through rural producer organizations? A study of agricultural marketing cooperatives in Ethiopia

This paper examines the notion of inclusiveness in rural producer organizations (RPOs) and the extent to which such RPOs can be used to reach the rural poor in sub-Saharan Africa. Using farmer cooperatives in Ethiopia as a case in point, the paper examines the role of RPOs in supporting smallholder commercialization, and the extent to which principles of an inclusive, bottom-up approach relate to their marketing performance. Based on a combination of nationally-representative household- and cooperative-level survey data, we find that poorer farmers tend not to participate in these organizations although they may indirectly benefit from them. When they do participate, they are often excluded from decision-making processes. Finally, we investigate the relationship between marketing performance and inclusiveness and uncover evidence of significant tradeoffs between them.