Reciprocal value sharing in manufacturer-retailer relationships: the case of new product introductions
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2018, Springer Science+Business Media, LLC, part of Springer Nature. Prior literature examined reciprocity in the context of value creation. However, research has yet to examine whether reciprocity exists in value sharing. To address this gap, the authors examine retailers reciprocal value sharing with its manufacturer in relation to new product introductions. The authors test, via a survey of retail managers, whether reciprocal value sharing is influenced by an interaction of manufacturers prior new product success with innovativeness of a manufacturers products and the frequency of new product introduction. The results indicate that a retailers reciprocal value sharing is greater when the manufacturer historically launched successful new products, and that this effect is decreased with the innovativeness of a manufacturers products but increased with the frequency of new product introduction.