Abstract

This paper aims to determine the influence of benevolence and credibility on cooperative negotiation in the B2B markets between manufacturers and distributors using the dyadic methodology. The Principal Component Analysis (PCA) emphasizes the bi-dimensionality of trust, credibility, and benevolence by surveying 253 manufacturers and 53 distributors. Analyzing the perceptions of Producers and Retailers revealed the existence of a “perceptual convergence” between them. Moreover, the results from the dyadic analysis of the representative sample of the study showed a significant and positive impact of credibility on integrative and cooperative negotiation behavior. However, it also revealed an insignificant relation between cause and effect between benevolence and integrative and cooperative negotiation behavior. After using regression, benevolence as a dimension of trust positively impacts the integrative and cooperative negotiation behavior estimates reject. This research created a retailer and manufacturer integrative and cooperative negotiation behavior model for the B2B markets, adding to the greater knowledge of Marketing and Management. The proposed model shall aid manufacturers and retailers in effective integrative business negotiation. Retailers, who are more powerful than producers, benefit more from utilizing negotiation as a tool to exercise a better influence over producers/suppliers and, thus, reach better results. Nevertheless, the findings revealed that Trust impacts positively and directly integrative negotiation. Hence, it suggests building integrative and cooperative negotiations between producers and retailers depending on the degree of trust between them. Finally, the findings can be considered an evident aid for managers to accomplish effective negotiations better. It is worth mentioning that the results of the PCA of producers’ and retailers’ perceptions designate the insignificant relationship between benevolence and integrative negotiation.

Keywords: cooperation, negotiation, producers, retailers, suppliers, trust.

JEL Classification: M31, L66, P46.

Cite as: Rahmoune, M., Alsagaf, M., Abdeltawab, A. M., Azhari, A., & Hofaidhllaoui, M (2023). Influence of Benevolence and Credibility on Conduct of Integrative Negotiation Behaviours Marketing and Management of Innovations, 1, 213-223. https://doi.org/10.21272/mmi.2023.1-18

This work is licensed under a Creative Commons Attribution 4.0 International License

References

1. Aastrup, J., Grant, D. M., & Bjerre, M. (2007). Value Creation and Category Management through Retailer–Supplier Relationships. The International Review of Retail, Distribution and Consumer Research, 17(5), 523-541. [CrossRef] 
2. Akrout, H., & Akrout, W. (2007). Interpersonal trust in BTB buyer/supplier relationship: An empirical study of French industrial sector. In Proceedings of the 23rd IMP Conference: Exploiting the B2B knowledge network: New perspectives and core concepts. [Google Scholar]
3. Akrout, W., & Akrout, H. (2011). Trust in B-to-B: Toward a dynamic and integrative approach. Recherche et Applications en Marketing (English Edition), 26(1), 1-21. [Google Scholar] [CrossRef]
4. Andaleeb, S. S. (1995). Dependence relations and the moderating role of trust: implications for behavioral intentions in marketing channels. International Journal of Research in Marketing, 12(2), 157-172. [Google Scholar] [CrossRef]
5. Andaleeb, S. S. (1996). An experimental investigation of satisfaction and commitment in marketing channels: the role of trust and dependence. Journal of retailing, 72(1), 77-93. [Google Scholar] [CrossRef]
6. Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing science, 8(4), 310-323. [Google Scholar] [CrossRef]
7. Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of marketing research, 29(1), 18-34. [Google Scholar] [CrossRef]
8. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58. [Google Scholar] [CrossRef]
9. Ashnai, B., Henneberg, S. C., Naudé, P., & Francescucci, A. (2016). Inter-personal and inter-organizational trust in business relationships: An attitude–behavior–outcome model. Industrial marketing management, 52, 128-139. [Google Scholar] [CrossRef]
10. Balliet, D., & Van Lange, P. A. (2013). Trust, conflict, and cooperation: a meta-analysis. Psychological bulletin, 139(5), 1090. [Google Scholar]
11. Bazerman, M. H., & Lewicki, R. J. (1985). Contemporary research directions in the study of negotiations in organizations: A selective overview. Journal of Occupational Behaviour, 6(1), 1-17. [Google Scholar]
12. Bonoma, T. V. (1976). Conflict, cooperation and trust in three power systems. Behavioral Science, 21(6), 499-514. [Google Scholar] [CrossRef]
13. Chadwick, S., & Burton, N. (2011). The evolving sophistication of ambush marketing: A typology of strategies. Thunderbird International Business Review, 53(6), 709-719. [Google Scholar] [CrossRef]
14. Colgate, M. R., & Danaher, P. J. (2000). Implementing a customer relationship strategy: The asymmetric impact of poor versus excellent execution. Journal of the Academy of marketing Science, 28(3), 375-387. [Google Scholar] [CrossRef]
15. Dawes, J. (2008). Do data characteristics change according to the number of scale points used? An experiment using 5-point, 7-point and 10-point scales. International journal of market research, 50(1), 61-104. [Google Scholar] [CrossRef]
16. Debabi, M. (2009). Dimensions intégratives et distributives de la négociation entre producteurs et distributeurs. La Revue des Sciences de Gestion, (3_4), 105-112. [Google Scholar] [CrossRef]
17. Diouri, M. (1999).la négociation : Concepts & Pratiques. les éditions Toubkal.
18. Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer–seller relationships. Journal of marketing, 61(2), 35-51. [Google Scholar] [CrossRef]
19. Dupont, C. (1994). La négociation: conduite, théorie, applications (Vol. 19). Paris: Dalloz. [Google Scholar]
20. Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of marketing, 51(2), 11-27. [Google Scholar] [CrossRef]
21. Dyer, J. H., & Chu, W. (2000). The Determinants of Trust in Supplier-Automaker Relationships in the U.S., Japan and Korea. Journal of International Business Studies, 31(2), 259-285. [CrossRef]
22. Ehkalahti, K. (2014). Structural Equation Modeling with Mplus: Basic Concepts, Applications, and Programming by Barbara M. Byrne. International Statistical Review, 82(1), 141-142.
23. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of marketing, 56(1), 6-21. [Google Scholar] [CrossRef]
24. Frazier, G. L., & Summers, J. O. (1984). Interfirm influence strategies and their application within distribution channels. Journal of Marketing, 48(3), 43-55. [Google Scholar] [CrossRef]
25. Friman, M., Gärling, T., Millett, B., Mattsson, J., & Johnston, R. J. (2002). An analysis of international business-to-business relationships based on the Commitment–Trust theory. Industrial Marketing Management, 31(5), 403-409. [CrossRef] 
26. Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of marketing, 58(2), 1-19. [Google Scholar] [CrossRef]
27. Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: implications for commitment to a relationship. Marketing letters, 8, 439-448. [Google Scholar] [CrossRef]
28. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87. [Google Scholar] [CrossRef]
29. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS quarterly, 51-90. [Google Scholar] [CrossRef]
30. Geiger, R. L. (Ed.). (2017). Iconic Leaders in Higher Education. Routledge. [Google Scholar]
31. Graham, J. W. (1986). Principled Organizational Dissent: A Theoretical Essay. Research in Organizational Behavior, 8, 1-52
32. Guiot, D. (2002). Méthodes d’équations structurelles: recherche et applications en gestion. Recherche et Applications en Marketing, 17(3), 109. [Google Scholar]
33. Gundlach, G. T., & Murphy, P. E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of marketing, 57(4), 35-46. [Google Scholar] [CrossRef]
34. Gurviez, P., & Korchia, M. (2002). Proposition d’une échelle de mesure multidimensionnelle de la confiance dans la marque. Recherche et Applications en Marketing (French Edition), 17(3), 41-61. [Google Scholar] [CrossRef]
35. Haase, H., & Franco, M. (2011). Information sources for environmental scanning: do industry and firm size matter?. Management Decision, 49(10), 1642-1657. [Google Scholar] [CrossRef]
36. Hair, J. F. A. (1995). Multivariate data analisys with readings, Joseph F. Hair, Rolph Anderson, Ronald L. Tatham, William C. Black.
37. Haucap, J., Rasch, A., & Stiebale, J. (2019). How mergers affect innovation: Theory and evidence. International Journal of Industrial Organization, 63, 283-325. [CrossRef] 
38. Helies-Hassid, M. L. (2002). Bibliographie: La distribution: organisation et stratégie, Management de la distribution. Recherche et Applications en Marketing (French Edition), 17(2), 111-113. [Google Scholar] [CrossRef]
39. Hunt, S. D., & Nevin, J. R. (1974). Power in a channel of distribution: sources and consequences. Journal of marketing Research, 11(2), 186-193. [Google Scholar] [CrossRef]
40. Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507. [CrossRef]  
41. Johnson-George C. et Swap W. C. (1982), Measurement of Specific Interpersonal Trust : Construction and Validation of a Scale to Assess Trust in a Specific Other, Journal of Personality and Social Psychology, Vol. 43, 6.
42. Katz, H. (2015). Reflections on trust in negotiations. Negot. J., 31, 355. [Google Scholar]
43. Kong, D. T., Lount Jr, R. B., Olekalns, M., & Ferrin, D. L. (2017). Advancing the scientific understanding of trust in the contexts of negotiations and repeated bargaining. Journal of Trust Research, 7(1), 15-21. [Google Scholar] [CrossRef]
44. Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F., & Tillmanns, S. (2015). The evolution of marketing channel research domains and methodologies: an integrative review and future directions. Journal of retailing, 91(4), 569-585. [Google Scholar] [CrossRef]
45. Larzelere R .et Huston T. (1980), The Dyadic Trust Scale : Toward Understanding Interpersonal Trust in Close Relationship, Journal of Marketing and The Family, and Auguest.
46. Lewicki, R. J. (1985). Whither Productive Conflict? Contemporary Psychology: A Journal of Reviews, 30(10), 810-811.
47. Macquin, A. (1998). La négociation. Recherche et Applications en Marketing (French Edition), 13(1), 67-88. [Google Scholar] [CrossRef]
48. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734. [Google Scholar] [CrossRef]
49. McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The journal of strategic information systems, 11(3-4), 297-323. [Google Scholar] [CrossRef]
50. Mnookin, R. H., Peppet, S. R., & Tulumello, A. S. (1996). The tension between empathy and assertiveness. Negotiation Journal, 12(3), 217-230. [Google Scholar] [CrossRef]
51. Moorman C., Deshpande R. et Zaltman G. (1993), Factors Affecting Trust in Market Research Relationships, Journal of Marketing, Vol. 57.
52. Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328. [Google Scholar] [CrossRef]
53. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38. [Google Scholar] [CrossRef]
54. Parson, E. A. (2003). Protecting the ozone layer: science and strategy. Oxford University Press. [Google Scholar]
55. Rahmoun, M., & Debabi, M. (2012). Dependence and commitment: Main determinants of negotiation between suppliers and retailers. International Journal of Marketing Studies, 4(3), 100. [Google Scholar]
56. Raven, B. H. (2008). The Bases of Power and the Power/Interaction Model of Interpersonal Influence. Analyses of Social Issues and Public Policy, 8(1), 1-22. [CrossRef]  
57. Razzaque, M. S. (2003). Effects of Dependence and Trust on Channel Satisfaction, Commitment and Cooperation. Journal of Business-to-Business Marketing, 10(4), 23–48. [CrossRef] 
58. Reardon, T., & Timmer, C. P. (2012). The economics of the food system revolution. Annu. Rev. Resour. Econ., 4(1), 225-264. [Google Scholar]
59. Rempel J. K., Holmes J. G. et Zanna M. P. (1985), Trust in Close Relationships, Journal of Personality and Social Psychology, Vol. 49, 1.
60. Robinson, L. G., Marshall, G. W., Moncrief, W. C., & Lassk, F. G. (2013). Toward a Shortened Measure of Adaptive Selling. Journal of Personal Selling and Sales Management, 22(2), 111–118. [CrossRef] 
61. De Ruyter, K., Wetzels, M., & Kleijnen, M. (2001). Customer adoption of e‐service: an experimental study. International journal of service industry management, 12(2), 184-207. [CrossRef] 
62. Sahay, B. (2003). Supply chain collaboration: the key to value creation. Work Study, 52(2), 76-83. [CrossRef] 
63. Sheu, C., Yen, H. R., & Krumwiede, D. (2003). The effect of national differences on multinational ERP implementation: An exploratory study. Total Quality Management & Business Excellence, 14(6), 641-657. [CrossRef] 
64. Srinivasan, R., & Moorman, C. (2005). Strategic firm commitments and rewards for customer relationship management in online retailing. Journal of marketing, 69(4), 193-200. [Google Scholar] [CrossRef]
65. Ulaga, W., & Eggert, A. (2006). Value-Based Differentiation in Business Relationships: Gaining and Sustaining Key Supplier Status. Journal of Marketing, 70(1), 119-136. [CrossRef] 
66. Zarkada‐Fraser, A., & Fraser, C. (2001). Moral decision making in international sales negotiations. Journal of Business & Industrial Marketing, 16(4), 274-293. [Google Scholar] [CrossRef]
67. Zartman, I. W. (2004). Concevoir la théorie de la négociation en tant qu’approche de résolution de conflits économiques. Revue française de gestion, 153(6), 15-27. [Google Scholar]