Information management within the distribution channel: The effects of information technology and customer learning of channel performance outcomes

The purpose of this dissertation was to examine the role of information management within the channel of distribution. By viewing channel customers as learning sources, selling firms should be able to develop more effective marketing mix strategies by incorporating knowledge about those customers into the strategy development process. Further, organizations that achieve information technology (IT) competency can positively impact firm learning processes and structure, which in turn, will positively effect critical channel outcomes. The research context consist of manufacturing firms classified within SIC codes 35--38. Key respondents for each firm was a marketing executive. The unit of analysis was the organization.; After prescreening potential respondents to insure knowledgeability and involvement, the data for the study were collected through a national mail survey. The results indicate that learning about channel customers is related to superior performance, better inter-firm coordination, more inter-firm commitment and trust, and reduced levels of inter-firm conflict. Further, IT competency was found to positively affect a firm's customer learning capabilities. The expected role of IT competency as a moderator of the relationships between customer learning and several channel outcomes was not supported. However, evidence was found supporting the assertion that IT does not directly affect performance outcomes, but does impact intervening processes and structures. Specific organizational characteristics that help facilitate the development of both customer learning and IT competency were also identified. A strong commitment to the learning process, shared vision among firm members, open-mindedness were found to be predictors of customer learning, while shared vision among firm members was found to be a significant predictor of IT competency.