The impact of e-business infusion on channel coordination, conflict and reseller performance

Talai Osmonbekov, Daniel C. Bello, David I. Gilliland

Research output: Contribution to journalArticlepeer-review

29 Scopus citations


Manufacturer-reseller interactions are becoming more technology-enabled as channels of distribution increasingly utilize e-business tools on the Internet. This research examines the performance consequences for resellers as these technological advances are applied to distribution activities between channel members. Using a sample of 216 resellers of computer products, the research explores the impact of e-business tools in 2 areas of manufacturer-reseller interactions: supply tasks and demand tasks. The results suggest that e-business in supply tasks increases relationship coordination between manufacturer and reseller, whereas e-business in demand tasks increases coordination as well as conflict within the channel dyad. The increase of conflict constitutes a potential "dark side" of e-business in channel relationships that may provide an explanation for e-business implementation failures and negative returns on investment in technology.

Original languageEnglish (US)
Pages (from-to)778-784
Number of pages7
JournalIndustrial Marketing Management
Issue number7
StatePublished - Oct 2009


  • Conflict
  • Coordination
  • Infusion
  • Reseller performance
  • e-Business

ASJC Scopus subject areas

  • Marketing


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