Influence strategy efficacy in supplier–distributor relationships

The purpose of an influence attempt, and specifically the use of influence strategies, is for one party to gain compliance from another. This study uniquely focuses on an interfirm episode of influence in order to unambiguously determine the efficacy of each influence strategy. More importantly, most research only focuses on the motivational portion of an influence strategy (e.g., a promise) and has not addressed another critical component of an influence strategy — the nature of the request (e.g., request legitimacy, request imposition, and request importance). Consequently, this study draws from the Model of Social Influence which suggests both portions of an influence strategy are determinants of compliance. The results show that the nature of the request has more impact on compliance than the motivational portion of influence strategies. The authors also discover that managers use an influence strategy – “appeal to business loyalty/friendship” – not previously reported in channels research.