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

Tereza Dean (), David A. Griffith () and Roger J. Calantone ()
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Tereza Dean: Ball State University
David A. Griffith: Lehigh University
Roger J. Calantone: Michigan State University

Marketing Letters, 2018, vol. 29, issue 1, No 8, 87-100

Abstract: 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.

Keywords: New product launch; Value sharing; Reciprocity; Manufacturer; Retailer (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1007/s11002-018-9450-0

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