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| Solving Agency Problem in Triadic Network: Governance Effects of Manufacturer Triadic Governance |
| ZHANG Chuang1, JIA Qi2, ZHANG Zhikun3 |
1.School of Economics and Management, Dalian University of Technology
2.College of Business and Economics, Australian National University
3.School of Management, Zhejiang Gongshang University |
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Abstract: Marketing scholars have explored a range of effective governance mechanisms to address agency problems and regulate dyadic channel relationships.However,governance mechanisms designed for dyadic channels do not solve agency problems within triadic channels.Based on the agency theory and previous research,this study examines the double-edged governance effects of a governance mechanism named Manufacturer Triadic Governance (MTG) and the contingent effects of manufacturers' market status.The results indicate that MTG exhibits a double-edged effect on distributors.When the manufacturer's market status is low,MTG has a positive effect in promoting distributor information sharing.But MTG also has a negative effect in reducing distributor commitment,particularly when the manufacturer's market status is high.
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Received: 25 August 2023
Published: 15 February 2024
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2024, Vol. 44 
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