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

Volume: 29, Issue: 1, Pages: 87 - 100
Published: Feb 8, 2018
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...
Paper Details
Title
Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions
Published Date
Feb 8, 2018
Volume
29
Issue
1
Pages
87 - 100
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