The effects of supplier fairness on vulnerable resellers

• Main Authors: KUMAR, Nirmalya, SCHEER, Lisa K., STEENKAMP, Jan-Benedict E. M.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 1995
• Subjects: distribution channels; performance outcomes; close relationships; marketing channels; perspective; behavior; model; perceptions; commitment; strategies; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/5205; https://ink.library.smu.edu.sg/context/lkcsb_research/article/6204/viewcontent/EffectsSupplierFairnessVulnerableResellers_1995_pv.pdf
• Institution: Singapore Management University

This study examines the role of supplier fairness in developing long-term relationships between relatively smaller, vulnerable resellers and larger, powerful suppliers. The authors conceptualize two components of fairness-distributive fairness, that is, the fairness of outcomes received by the resel...