Relationalism in marketing channels and marketing strategy

JURNAL : Audhesh K. Paswan, Charles Blankson and Francisco Guzman

Abstract

Purpose – The purpose of this paper is to examine the relationship between marketing strategy
types – aggressive marketing, price leadership and product specialization strategies – and the extent
of relationalism in marketing channels.
Design/methodology/approach – Data were collected using a self-administered survey from
managers responsible for marketing and channels management in US pharmaceutical firms. The
responses to the questions capturing focal constructs were measured using a five-point Likert type
scale. Data were analyzed using Principal Component Analysis and Structural Equation Modeling
procedures.
Findings – Aggressive marketing strategy and price leadership strategy are positively associated
with the level of relationalism in marketing channels. In contrast, product specialization (focus)
strategy is negatively associated with the level of relationalism in marketing channels.
Originality/value – The relationship between marketing strategy and the emergent relationalism
among marketing channel intermediaries is critical for the firm’s ability to meet objectives. This
relationship has not been investigated so far and, from a managerial perspective, managing marketing
channels is critical for successful implementation of marketing strategies.
Keywords Relationship marketing, Marketing strategy, Distribution channels and markets
Paper type Research paper