Extra-Role Behavior in a Channel Context: Its predictors and consequences

Ling Yee LI

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Researchpeer-review


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 agents’ extra-role behavior over strategy formulation and implementation. Exporting firms are advised to enhance likelihood of agents’ extra-role behavior over strategy formulation and implementation by expanding inter-organizational sharedness mechanisms in the forms of agency contracts’ inclusiveness, agency relationships’ trust, and agency decision-making procedures’ justice.
Original languageEnglish
Title of host publicationMarketing in Transition: Scarcity, Globalism, & Sustainability
Subtitle of host publicationProceedings of the 2009 World Marketing Congress
EditorsColin L. CAMPBELL
PublisherSpringer, Cham
ISBN (Electronic)9783319186870
ISBN (Print)9783319186863
Publication statusPublished - 2009
EventThe 2009 World Marketing Congress - Norway, Oslo, Norway
Duration: 1 Jul 20091 Jul 2009

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science


ConferenceThe 2009 World Marketing Congress
OtherAcademy of Marketing Science


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