Erasmus Research Institute of Management (ERIM), Erasmus University Rotterdam (ERIM is the joint researchinstitute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam)
Does sharing market information help channel partners to build
stronger mutual relationships? Is low initial trust really an
impediment for further relationship development by means of
information sharing? How do connections with other competing
channel partners affect the relationship building process? To
address these questions, we conducted an experimental study.
Our findings show that retailer information sharing helps to
develop higher quality supplier relationships. Interestingly,
even if the initial level of trust in the retailer is low, the
relationship quality substantially improves. In a more
competitive situation the suppliers respond more favorably to
the retailer?s information-sharing initiative.