Revisiting exercise of power strategies from the perspective of information processing

The digitization of channel management changes how firms acquire, interpret, and analyze information, which needs to be considered when evaluating the efficacy of exercising power strategies on interfirm cooperation. Drawing insights from the three mechanisms of interorganizational information processing capability, we identify contingent factors that may affect the relationship between firms' exercise of power strategies and interfirm cooperation at the firm (i.e., IT capability), dyadic (i.e., relationship quality), and network (i.e., network density) levels. We analyzed data sampled from 288 manufacturing firms and found that manufacturers' IT capability weakens the negative effect of exercising coercive power and the positive effect of exercising non coercive power on interfirm cooperation. At the dyadic level, relationship quality between manufacturer and distributor weakens the negative effect of exercising coercive power on interfirm cooperation. Finally, at the network level, distributors' network density strengthens the positive effect of exercising noncoercive power on interfirm cooperation. Our findings contribute to the marketing channel literature by shedding new light on the effects of the exercise of power on interfirm cooperation in this digital era and offer actionable managerial insights.