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Reward strategy spillover effects on observer cooperation in business networks |
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| Authors: | Lee Hannah S Griffith David A |
| Institution: | 1.Department of Marketing, Farmer School of Business, Miami University, 800 E. High Street FSB3057, Oxford, OH, 45056–3600, USA ;2.Department of Marketing, Mays Business School, Texas A&M University, 4122 TAMU, 220C, College Station, TX, 77843–4112, USA ; |
| Abstract: | Marketing Letters - Drawing on social comparison and equity theory, this study examines the influence of reward strategies a manufacturer in a focal dyad employs on the cooperative behaviors of... |
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