Manufacturer–distributor relationships: role of relationship-specific investment and dependence types

• Published in: The Journal of business & industrial marketing 2017-10, Vol.32 (8), p.1245-1260
• Main Authors: Vázquez-Casielles, Rodolfo, Iglesias, Victor, Varela-Neira, Concepción
• Format: Article
• Language: English
• Subjects: Collaboration; Competitive advantage; Corporate governance; Distribution channels; Hypotheses; Industrial markets; Influence; Investments; Marketing; Studies; Theory; Vertical integration
• ISSN: 0885-8624; 2052-1189
• DOI: 10.1108/JBIM-10-2016-0244

Purpose This paper aims to investigate the extent to which relation-specific investments undertaken by the distributor favor the presence of various governance structures (formal contract and relational governance). Furthermore, it examines whether dependence moderates the effect of relationship-specific investments on these governance structures. Design/methodology/approach Survey data were gathered from 224 wholesalers from the food and beverage industry. Hypotheses were tested through regression analysis. Findings This study illustrates that property-based relationship-specific investments have a greater positive impact on the use of formal contracts than knowledge-based relationship-specific investments. Furthermore, knowledge-based relationship-specific investments have a greater positive impact on relational governance than property-based relationship-specific investments. The results also suggest that it is necessary to consider the moderating effect of cost-based dependence and benefit-based dependence. Finally, mixed governance structures (e.g. formal contracts combined with relational governance) have a positive impact on satisfaction and intention to maintain and extend the relationship. Practical implications The findings allow manufacturers to concentrate their efforts on mixed governance structures facilitating relationship-specific investments and benefit-based dependence from distributors to develop a competitive advantage. Originality/value Several investigations have obtained a relationship between investments in specific assets, governance structures and performance. Nevertheless, they have not identified different types of investments in specific assets. This study proposes that there are two types of relationship-specific investments: based on property and based on knowledge. Additionally, a two-dimensional model of dependence (cost-based and benefit-based) allows capturing the different theoretical spheres of this concept.