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Article
Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms
Industrial Marketing Management
  • Ling Yee, Esther LI, Lingnan University, Hong Kong
Document Type
Journal article
Publication Date
2-1-2010
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
Language
English
E-ISSN
18732062
Publisher Statement

Copyright © 2008 Elsevier Inc

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Citation Information
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