This study identifies two distinctive modes of the distributor commitment to a manufacturer-initiated new sales program: substantial and adaptive commitment. We argue that the performance of these committed behavior depends on whether the major motivation is to obtain new benefits from the program (called merit-seeking motivation) or to avoid possible losses from non-participation (called loss-aversion motivation).
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||1|
|Publication status||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
ASJC Scopus subject areas
- Strategy and Management