The Role of Embeddedness in Marketing Channel Relationships

Drawing on research into social networks, the authors propose that the dimensions of competency embeddedness can be considered as an antecedent of both the distributors’ competitive performance and its effects on the relationship between distributors and manufacturers. In addition, satisfaction, as a general evaluation of all the variables involved in the relationship, could be influenced. This study sets out to analyse whether or not the effects of competency embeddedness on the satisfaction with the relationship are positive or negative, and whether they are direct or indirect.