Semester
Spring
Date of Graduation
2022
Document Type
Dissertation
Degree Type
PhD
College
Chambers College of Business and Economics
Department
Marketing
Committee Chair
Jody Crosno
Committee Co-Chair
Annie Cui
Committee Member
Xinchun Wang
Committee Member
Jan Heide
Abstract
This dissertation introduces power distance orientation (PDO) at firm level to extend the traditional view of power/dependence asymmetry. The traditional view suggests that the powerful firm will exploit its power for its own interest, and the dependent firm will engage in a preemptive strike (e.g., engage in self-interested, guileful behaviors before the powerful partner exploits them) due to its fear of being exploited. As a result, power/dependence asymmetry leads to deleterious relationship outcomes. Yet, power dependence theory does not consider the role of power dependence orientation, which is a firm’s acceptance of unequally distributed power. This dissertation consists of three essays developed to investigate the role of firm-level PDO in asymmetrically dependent marketing channel relationships.
Recommended Citation
Liu, Yuerong, "The Role of Firm-Level PDO in Asymmetrically Dependent Marketing Channel Relationships" (2022). Graduate Theses, Dissertations, and Problem Reports. 11246.
https://researchrepository.wvu.edu/etd/11246
Comments
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