How Channel Integration Benefits Manufactures’ Online Market Entry Agility? The Mediating Role of dealers’ Dependency Behavior

Abstract

ABSTRACT Purpose The effectiveness of channel integration performed by manufacturers in facilitating their online market entry is still an under-researched topic. This study fills the research gap by investigating and comparing the effects of channel integration strategies and their components implemented by manufacturers. Methodology/approach A questionnaire was designed and distributed to purchasing managers in downstream dealers. The survey yielded 2051 valid responses, and data analysis employed hierarchical and polynomial regressions, along with structural equation modeling and response surface analyses. Findings First, dealers’ dependence plays a crucial role in triggering manufacturers’ online market entry. Second, manufacturers’ channel consistency and transparency are more relevant to dealers’ active dependence, while information and interaction integration lead to dealers’ passive dependence. Third, channel ambidexterity is superior to integration ambidexterity in ensuring dealers’ dependence. Originality/value Significant contributions to omnichannel integration research are made by introducing four distinct types of channel integration strategies. Enhancements to the interfirm dependence literature are achieved through a comparative analysis of the effectiveness of channel integration strategies in shaping dealers’ dependency behavior. Implications Manufacturers should carefully evaluate the effectiveness of these strategies, avoiding a blind pursuit of all forms of channel integration ambidexterity. Strategic leverage of channel feature ambidexterity is recommended as a cornerstone for fostering dealers’ dependence and achieving success in online market entry.