Solving Agency Problem in Triadic Network:Governance Effects of Manufacturer Triadic Governance
Marketing scholars have explored a range of effective governance mechanisms to address agency problems and regu-late dyadic channel relationships.However,governance mechanisms designed for dyadic channels do not solve agency problems within triadic channels.Based on the agency theory and previous research,this study examines the double-edged governance effects of a gov-ernance mechanism named Manufacturer Triadic Governance(MTG)and the contingent effects of manufacturers'market status.The results indicate that MTG exhibits a double-edged effect on distributors.When the manufacturer's market status is low,MTG has a positive effect in promoting distributor information sharing.But MTG also has a negative effect in reducing distributor commitment,particularly when the manufacturer's market status is high.
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