Title: An empirical study on the predictors of long-term orientation in interfirm channel relationships: fast moving consumer goods distributors' perspective

Authors: Swati Bhatnagar; Rajan Yadav

Addresses: Amity Business School, Amity University, Noida, Sector 125, Uttar Pradesh, 201313, India ' Delhi School of Management, Delhi Technological University, Bawana Rd, Shahbad Daulatpur Village, Rohini, Delhi, 110042, India

Abstract: The fast moving consumer goods (FMCG) players in India depend upon distributors for making their products available to the end consumers. Despite being the primary participants in the distribution channel, they are the most invisible part of the channel and hardly get any acknowledgement from the manufacturers. The core objective of this study is the identification and analysis of the predictors on the long-term orientation (LTO) of the distributors in an emerging economy, India. Prominent channel theories power-dependence and commitment trust theory is applied on the structure-conduct-outcome (SCO) framework in the conceptualisation of LTO of the distributor. The conceptual framework was empirically examined through multiple regression analysis by using a sample of 80 FMCG distributors in the National Capital Region of Delhi. The findings of the study reveals that dependence, communication, trade policies, financial performance, new channels and digital support have a significant influence on the LTO of the distributor.

Keywords: communication; dependence; distributors; emerging nations; long-term orientation; LTO; marketing channels; multiple channels; unorganised retail; fast moving consumer goods; FMCG; structure-conduct-outcome; SCO.

DOI: 10.1504/IJPQM.2022.126346

International Journal of Productivity and Quality Management, 2022 Vol.37 No.2, pp.160 - 179

Received: 13 Apr 2020
Accepted: 02 Feb 2021
Published online: 21 Oct 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article