Based the theory of power in marketing channels, this paper investigated the impact of personal guanxi on exercises of power in the context of China marketing channels. It was found that the personal guanxi between the reps of suppliers and the relevant persons of retailers did not have significant influence on the retailers' exercises of noncoercive power, but it did have both significant and negative affect on retailers' exercises of coercive power. The implications of the findings are suggested.
Journal of Management Sciences in China
behaviors of marketing channels
exercises of power