Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 50, Issue -, Pages 97-116Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2015.04.010
Keywords
Channel power shifts; Bargaining power; Relationship quality improvement; Green channel performance
Categories
Funding
- National Science Council, Taiwan [NSC 100-2628-H-002-138-MY4, NSC 102-2410-H-002-166-MY3]
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This work presents an analytical model to investigate the effect of government intervention on green channel performance in a producer-retailer green channel dyad via the mediating effects of channel power shifts and relationship quality improvement. The retailer is allocated additional responsibility to collect used products for a producer for recycling and repairing. The proposed model is tested empirically using questionnaire survey data obtained from retailers of the producer-retailer green channels of consumer electronic products in Taiwan. Analytical results indicate that government intervention has positive effect on green channel performance when the producer adopts joint action measures. The producer can utilize joint action as a non-coercive influential strategy to alleviate a target member's countervailing power and bargaining power and to improve channel relationship quality, thereby enhancing green channel performance under government intervention to adopt extended producer responsibility. (C) 2015 Elsevier Inc. All rights reserved.
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