Gary L. Frazier, Elliot Maltz, Kersi D. Antia, Aric Rindfleisch, (2009). Distributor Sharing of Strategic Information with Suppliers. Journal of Marketing: Vol. 73, No. 4, pp. 31-43.
doi: 10.1509/jmkg.73.4.31

Distributor Sharing of Strategic Information with Suppliers

Gary L. Frazier, 1

1Gary L. Frazier is Richard and Jarda Hurd Professor of Distribution Management, Marshall School of Business, University of Southern California.


Elliot Maltz, 2

2Elliot Maltz is Professor of Marketing, Atkinson Graduate School of Management, Willamette University.


Kersi D. Antia, 3

3Kersi D. Antia is Assistant Professor of Marketing, School of Business, University of Wisconsin–Madison.


Aric Rindfleisch4

4Aric Rindfleisch is Professor of Marketing, School of Business, University of Wisconsin–Madison, and a research professor, Korea University Business School, Korea University.




Abstract

Distributor sharing of strategic information with suppliers is an important but underresearched issue within the marketing discipline. The authors develop and test a conceptual framework based on exchange theory that focuses on the degree to which distributors share external and internal strategic information with associated suppliers. Relying on survey data collected from 479 distributors across three industries, the authors find that distributors share strategic information with suppliers according to factors that affect the perceived benefits, costs, and risks of such behavior. The sharing of internal strategic information has distinct determinants compared with those of external strategic information. The interrelationships between environmental uncertainty and the sharing of internal strategic information, including both main and interactive effects, are especially notable.

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