Shaping Interfirm Relationships in Intermediary Markets: Evidence from a Field Experiment

Max Thon, Oliver Gürtler, Matthias Heinz (), Kai Schäfer () and Dirk Sliwka ()
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Max Thon: University of Cologne & University of Zurich
Matthias Heinz: University of Cologne
Kai Schäfer: University of Cologne
Dirk Sliwka: University of Cologne

No 297, ECONtribute Discussion Papers Series from University of Bonn and University of Cologne, Germany

Abstract: Prior work highlights the value of relation-specific assets and knowledge-sharing routines in interfirm relationships, but little is known about how short-term interventions can build these resources. We propose that temporary transactional benefits encourage engagement, leading to accumulated firm-specific knowledge and relational assets. In a field experiment with a travel company that distributes products via intermediaries, 253 of 757 independent agencies were randomly granted access to a service hotline, lowering transaction costs for frontline agents and facilitating knowledge transfer about the firm’s products and processes. Sales increase in response to the intervention, in particular among agencies with weaker prior ties, showing such initiatives help cultivate new relationships. The treatment effects persist beyond the period of the intervention and extend to non-targeted products, indicating durable relational resources.

Keywords: Incentives; intermediaries; competitive advantage; strategy; productivity; field experiment (search for similar items in EconPapers)
JEL-codes: C93 D23 L21 M52 (search for similar items in EconPapers)
Pages: 36
Date: 2025-07
New Economics Papers: this item is included in nep-exp and nep-hrm
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