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.

Comments

My ETD file saved as a PDF and with all changes approved by your committee

Download

Included in

Marketing Commons

Share

COinS