Institut for Forretningsudvikling og Teknologi

Ismail Golgeci

Unlocking the Link between Relationship Duration and Product De-listing in Retail Channels: The Role of Market Orientation and Brand Diffusion

Publikation: Bidrag til tidsskrift/Konferencebidrag i tidsskrift /Bidrag til avisTidsskriftartikelForskningpeer review



  • Ismail Golgeci
  • Ricardo Malagueno , University East Anglia
  • ,
  • Andrew Fearne, University East Anglia
The literature on retailers’ range rationalization is limited and focuses primarily on the consequences thereof from a consumer perspective. Drawing on the extant research on buyer-supplier relationships, brand management, and market orientation (MO) in business-to-business (B2B) markets, our research explores the antecedents of product de-listing in retail channels. It unlocks the link between relationship duration and product de-listing by examining the role of MO and brand diffusion. Using a combination of primary data with both objective and perceptual measures and proprietary objective data from a sample of suppliers to a large British supermarket, we find that the supplier’s brand diffusion is an essential means of utilizing relationship duration between suppliers and retailers to reduce product de-listing in retail stores. Additionally, we find that MO plays opposite moderating roles in the links between relationship duration, brand diffusion, and product de-listing. It strengthens the negative influence of relationship duration on product de-listing, while it weakens the positive influence of relationship duration on brand diffusion. Our study contributes to research on marketing channels and B2B marketing by highlighting the limitations of relational view theory and unveiling the role of brand diffusion and MO in explaining the outcomes of buyer-supplier relationships in retail channels.
TidsskriftIndustrial Marketing Management
Sider (fra-til)5-16
Antal sider12
StatusUdgivet - maj 2021

Se relationer på Aarhus Universitet Citationsformater

ID: 213597142