Template-Type: ReDIF-Paper 1.0
Author-Name:  Max Thon
Author-Name-First:  Max 
Author-Name-Last: Thon
Author-Email:  m.thon@wiso.uni-koeln.de; max.thon@business.uzh.ch
Author-Workplace-Name: University of Cologne & University of Zurich
Author-Name:   Oliver Gürtler
Author-Name-First:  Oliver
Author-Name-Last: Gürtler
Author-Email: oliver.guertler@uni-koeln.de
Author-Workplace-Name:University of Cologne
Author-Name:  Matthias Heinz
Author-Name-First:  Matthias
Author-Name-Last: Heinz
Author-Email: heinz@wiso.uni-koeln.de
Author-Workplace-Name:	University of Cologne
Author-Name:  Kai Schäfer
Author-Name-First:  Kai 
Author-Name-Last: Schäfer
Author-Email: kai.schaefer@wiso.uni-koeln.de
Author-Workplace-Name:	University of Cologne
Author-Name:  Dirk Sliwka
Author-Name-First:  Dirk 
Author-Name-Last: Sliwka
Author-Email: sliwka@wiso.uni-koeln.de
Author-Workplace-Name:University of Cologne

Title:   Shaping Interfirm Relationships in Intermediary Markets: Evidence from a Field Experiment
Abstract: Prior work highlights the value of relation-specific assets and knowledge-sharing routines in interfirm relationships, but little is known about how short-term interventions can build these resources. We propose that temporary transactional benefits encourage engagement, leading to accumulated firm-specific knowledge and relational assets. In a field experiment with a travel company that distributes products via intermediaries, 253 of 757 independent agencies were randomly granted access to a service hotline, lowering transaction costs for frontline agents and facilitating knowledge transfer about the firm’s products and processes. Sales increase in response to the intervention, in particular among agencies with weaker prior ties, showing such initiatives help cultivate new relationships. The treatment effects persist beyond the period of the intervention and extend to non-targeted products, indicating durable relational resources.
Length:  36
Classification-JEL: C93, D23, L21, M52
Keywords: Incentives, intermediaries, competitive advantage, strategy, productivity, field experiment

Creation-Date:  2025-07
File-URL: https://www.econtribute.de/RePEc/ajk/ajkdps/ECONtribute_297_2024.pdf
File-Format: Application/pdf
File-Function: Second version, 2025
Number: 297
Handle: RePEc:ajk:ajkdps:297