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Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions

Author

Listed:
  • Tereza Dean

    (Ball State University)

  • David A. Griffith

    (Lehigh University)

  • Roger J. Calantone

    (Michigan State University)

Abstract

Prior literature examined reciprocity in the context of value creation. However, research has yet to examine whether reciprocity exists in value sharing. To address this gap, the authors examine retailer’s reciprocal value sharing with its manufacturer in relation to new product introductions. The authors test, via a survey of retail managers, whether reciprocal value sharing is influenced by an interaction of manufacturer’s prior new product success with innovativeness of a manufacturer’s products and the frequency of new product introduction. The results indicate that a retailer’s reciprocal value sharing is greater when the manufacturer historically launched successful new products, and that this effect is decreased with the innovativeness of a manufacturer’s products but increased with the frequency of new product introduction.

Suggested Citation

  • Tereza Dean & David A. Griffith & Roger J. Calantone, 2018. "Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions," Marketing Letters, Springer, vol. 29(1), pages 87-100, March.
    • Handle: RePEc:kap:mktlet:v:29:y:2018:i:1:d:10.1007_s11002-018-9450-0
    DOI: 10.1007/s11002-018-9450-0
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    References listed on IDEAS

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