Relationship in marketing channels as a source of sustainable competitive advantage: a study between furniture factories and exclusive stores

Abstract

Relationship between marketing channels members have become a prolific field for the development of cooperative managerial capabilities. Furthermore, to maintain a sustainable competitive advantage based in relationships, it should be difficult to imitate it and substitute it. Therefore, the objective of this study is to verify the influences that the relationship between manufacturers and intermediaries has to the creation and development of sustainable competitive advantage. For this purpose, furniture retailer dealer's perceptions were analyzed in a Brazilian sample, through Structural Modeling Equations, whose theoretical model considered relationship, sustainable competitive advantage and performance dimensions. The results confirm the positive relations between relationships, sustainable competitive advantages and company performance.