The Impact of InterpersonalGuanxion Exercise of Power in a Chinese Marketing Channel

Abstract

Taking retailers and their suppliers as the unit of analysis, this study investigated the impact of interpersonal guanxi on exercise of power in a Chinese marketing channel. By analyzing the data of 225 cases collected from the supplier side, the study found that interpersonal guanxi is composed of instrumental part and emotional part, and the emotional part, that is, the closeness in emotion between reps of channel partners, is positively related to a member's exercise of noncoercive power and negatively related to its exercise of coercive power, while the instrumental part, that is, the interactions between reps of channel partners, is positively related to a member's exercise of both noncoercive power and coercive power.

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