The use of influence strategies in interdependent relationship: The moderating role of shared norms and values

The purpose of this study is to explore the effect of interdependence on the influence strategies and investigate the moderating role that “shared norms and values” play in the relationships between interdependence and influence strategies. The results reveal that when the degree of total dependence between suppliers and retailers gets higher, the suppliers adopt fewer hard coercive strategies and more promise and noncoercive strategies. When retailers dependent much more on suppliers, suppliers adopt more hard coercive strategies and fewer noncoercive strategies, but there is no significant effect on promise strategies. Under a higher degree of shared norms and values, the negative relationship between total interdependence and hard coercive strategies, and the positive relationship between total interdependence and (1) promise strategies and (2) noncoercive strategies increase. Moreover, the relationship between interdependence asymmetry and influence strategies is also moderated by shared norms and values. It implies that under a higher degree of shared norms and values and a higher extent to which retailers depend on suppliers, suppliers adopt fewer hard coercive strategies and more promise and noncoercive strategies.