Multidyadic Industrial Channels: Understanding Component Supplier Profits and Original Equipment Manufacturer Behavior

Industrial component suppliers (CSs) work to enhance profitability by building brand differentiation with original equipment manufacturers (OEMs) and indirect industrial buyers (IIBs) through their marketing investments to each member. However, as a CS increases its marketing investments to its IIB, the OEM's profit position is threatened, motivating the OEM to respond with aligning or opposing behavior. The results from a three-study,...