Interfirm Influence Strategies Within Distribution Channels in the Emerging Indian Market‪.‬

ABSTRACT To gain competitive advantage in the Indian market by keeping their channel intermediaries motivated and performing, suppliers must use appropriate influence strategies. This study examines the patterns and consequences of suppliers' strategies to influence dealers in marketing channels in India. Suppliers in India are found to use indirect influence strategies more frequently than direct influence strategies toward their dealers. Of two possible indirect influence strategies, recommendations are used more often than information exchange. When direct influence strategies are applied by suppliers, promises are used most often, followed by requests, legal pleas, and threats. The effect of various influence strategies on dealer satisfaction is also investigated. It is found that recommendations and legal pleas have a positive impact on dealer satisfaction. Managerial implications of the findings are discussed.