Publication: From trust and dependence commitment to B2B engagement: An empirical analysis of inter-organizational cooperation in FMCG
Authors
Valls Martínez, María del Carmen ; Sánchez Pérez, Manuel ; Gimeno Arias, Fernando ; Santos Jaén, José Manuel ; Pérez Sánchez, Manuel
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Publisher
Universidad Valencia
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DOI
10.3934/era.2023379
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info:eu-repo/semantics/article
Description
©2023. This manuscript version is made available under the CC-BY 4.0 license http://creativecommons.org/licenses/by/4.0/
This document is the Submitted, Accepted, Published, version of a Published Work that appeared in final form in Electronic Research Archive. To access the final edited and published work see https://doi.org/10.3934/era.2023379
Abstract
This research paper aims to demonstrate that relationships play a pivotal role in fostering
inter-organizational cooperation, both at the corporate and individual levels, within the fast-moving
consumer goods (FMCG) distribution industry. Despite the extensive body of literature on relationship
management, its impact on such a unique and important channel as FMCG remains undetermined. To
achieve this objective, we designed a questionnaire for a survey targeting Spanish FMCG distributors,
from which we collected 204 responses. We analyzed this data using partial least squares structural
equation modeling (PLS-SEM), an emerging methodology in business research that enables us to
assess the model's explanatory power and predictive capacity in understanding the relationships
between various constructs. Our findings indicate the efficacy of governing inter-organizational
relationships to facilitate cooperation. Additionally, we uncover links between corporate and individual
relationships that contribute significantly to cooperation. In terms of practical implications for
businesses, our results emphasize the importance for managers to prioritize relationships as an integral
aspect of efficient channel management. This pertains to relationships within the distribution channel
among partners and also individual relationships among business managers. Notably, the existing
academic literature has not yet established the effectiveness of relationships in governing channels
within the FMCG marketing channel, nor has it established a direct connection between inter organizational and individual relationships among business managers
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Citation
Electronic Research Archive. Volume 31, Issue 12, 7511-7543.
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