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A comparative analysis of cooperative and voluntary wholesale groups in the grocery industry: The impact of channel coordination on interfirm knowledge transfer
Abstract
The purpose of this dissertation was to explore the impact of channel coordination on interfirm knowledge transfer. The research context consisted of voluntary and cooperative wholesale groups in the grocery industry. These groups join independent and non-integrated chain retailers to take advantage of purchasing and marketing economies. The unit of analysis was the wholesaler-retailer dyad from the perspective of the retailer. The wholesaler initiates voluntary groups while retailers initiate cooperative groups. As a result, cooperative groups tend to be less centrally controlled. The thesis is centralized channel control facilitates the mechanisms necessary for knowledge transfer from wholesalers to retailers. These mechanisms include frequent, bidirectional communication and strong interpersonal relationships, between firms. Ultimately, knowledge transfer should be positively related to retailer performance. The data were collected through a nationwide mail survey of independent grocery retailers. The results indicate that, relative to cooperative wholesalers, voluntary wholesalers do exhibit more of the mechanisms necessary to facilitate interfirm knowledge transfer, including more frequent communication, stronger interpersonal relationships, and more communication bidirectionality. Each of these mechanisms of knowledge transfer is also directly related to the level of retailer knowledge attributed to the wholesaler (i.e. transferred knowledge), which in turn is directly related to retailer performance. The relationship between transferred knowledge and retailer performance is moderated by the retailer's environment and the degree to which the retailer considers their wholesaler to be a relevant and useful information source.
Subject Area
Marketing|Management
Recommended Citation
Burkink, Timothy John, "A comparative analysis of cooperative and voluntary wholesale groups in the grocery industry: The impact of channel coordination on interfirm knowledge transfer" (1997). ETD collection for University of Nebraska-Lincoln. AAI9736922.
https://digitalcommons.unl.edu/dissertations/AAI9736922