Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

8 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)195-201
Number of pages7
JournalIndustrial Marketing Management
Volume39
Issue number2
DOIs
Publication statusPublished - 1 Feb 2010

Fingerprint

Extra-role behavior
Justice
Strategic decisions
Strategy formulation
Channel relationships
Exporting
Inclusiveness
Empirical evidence
Integrated model
Procedural justice
Channel management
Competitors
Institutional environment
Exporters
Decision making
Exercise
Export markets

Keywords

  • Channel relationship performance
  • contract
  • extra-role behavior
  • procedural justice
  • trust

Cite this

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title = "Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms",
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.",
keywords = "Channel relationship performance, contract, extra-role behavior, procedural justice, trust",
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Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms. / LI, Ling Yee, Esther.

In: Industrial Marketing Management, Vol. 39, No. 2, 01.02.2010, p. 195-201.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

TY - JOUR

T1 - Encouraging extra-role behaviour in a channel context : the role of economic-, social-, and justice- based sharedness mechanisms

AU - LI, Ling Yee, Esther

PY - 2010/2/1

Y1 - 2010/2/1

N2 - 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.

AB - 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.

KW - Channel relationship performance

KW - contract

KW - extra-role behavior

KW - procedural justice

KW - trust

UR - http://commons.ln.edu.hk/sw_master/598

U2 - 10.1016/j.indmarman.2008.12.011

DO - 10.1016/j.indmarman.2008.12.011

M3 - Journal Article (refereed)

VL - 39

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JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

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