Abstract
Over 84% of global retail sales and 90% of Indian retail sales take place through the physical channel. In India, the distributor – wholesaler led channel further contributes to over 90% of this physical retail sale. This channel is facing numerous technology-led disruptions bringing it both threats and opportunities. However, research on technology adoption and its impact in this particular channel is scarce. We explore the impact of technology adoption in manufacturer – distributor dyad. Taking theoretical support from theory of relationship marketing, social bases of power and prior research on power and its application in marketing channels we posit that adoption of technology by the distributor, will impact manufacturer’s bases of power (reward, coercion and expert) which will further affect channel conflict and relational satisfaction in the manufacturer-distributor dyad. Utilising the research support of coercive/non-coercive dichotomisation of power sources, we also explore the impact of technologically induced altered power relationships on channel conflict & satisfaction.
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