Business Commons^™

Structure And Process Of Channel Program Selections: Retailers Choice Among Parity Trade Promotions, Amit Poddar

Marketing Dissertations

This research tried to explain the role of calculative commitment, loyalty commitment and power asymmetry on behavioral commitment in a business to business scenario. We specifically looked at the trade promotion scenario since retailers face more trade promotions than they can accept and extant research suggests that retailers always choose trade promotions that offer the greatest immediate benefit. This dissertation addressed the following managerial question, “How does a firm select a program (trade deal) when all its vendors offer the same short term economic incentives”. We proposed that other aspects of retailer’s relationship with its vendors determine / influence the …