Manufacturers have been investing in establishing multiple channels for selling products to customers. Drawing on prior studies concerning multichannel marketing, information sharing, and complex adaptive system theory emphasizing the interplay between a system and its environment, the impact of distributor information sharing on manufacturer channel diversification and cross-channel conflict in multichannel settings, and how the impact is moderated by sales growth rate and environmental uncertainty are proposed and tested.
Survey data are gathered from a sample of 484 manufacturers in China to test the hypotheses through regression analysis. It is found that, first, distributor information sharing positively affects manufacturer channel diversification, and can mitigate cross-channel conflict. Second, sales growth rate strengthens the positive effect of distributor information sharing on manufacturer channel diversification, and the negative effect of information sharing on cross-channel conflict. Third, environmental uncertainty weakens the positive effect of distributor information sharing on manufacturer channel diversification, and the negative effect of information sharing on cross-channel conflict.
The major contribution of this paper is investigating the effect of distributor information sharing in multichannel settings. The findings enrich the literature on multichannel marketing and information sharing by confirming the important role of distributor information sharing to promote manufacturer channel diversification and mitigate cross-channel conflict. Furthermore, in accordance with complex adaptive system theory, the results support two boundary conditions at environmental factors (i.e., sales growth rate and environmental uncertainty). In practice, the findings have several implications for marketing channel managers in properly conducting multichannel governance and management. Manufacturers are suggested to be aware of cross-channel conflict in multichannel marketing systems and properly leverage information shared by distributors according to environmental conditions to restrain cross-channel conflict.