Value added reseller or value at risk: The dark side of relationships with VARs

This paper examines the dark side of using reseller networks to provide after-sales services. A proposal made by previous research studies on the use of brand-reseller relationships for management of value to be delivered remotely through reseller networks was reviewed. Technical inability, with a focus on the sales of resellers of information technology (IT) and information technology-enabled services/products (ITES), was highlighted as one of the major challenges faced by brands. Unsuccessful delivery and failure of VARs to provide after-sales services puts brand performance at risk and, as a consequence, negatively influences perceptions of other resellers concerning the brand. Thus a VAR's inability to support customers can discourage resellers from offering the brand to their customers. This dark side of network interdependence negatively affects the shared brand-reseller goal of value co-creation. Applying data collected from 334 resellers of technology brands in India, this research focuses on the current periphery of international branding literature by focusing on the dark side of manufacturer brand-reseller relationships. From the relationship management perspective, we contribute to the recognition of value-at-risk as the dark side of the brand-reseller relationship. Based on empirical findings, we propose a business model that will enable manufacturer brands to control the brand value perceived by their resellers, by monitoring the actions of their VARs.