Abstract: This study discusses the role of non-mediated power sources in managing target channel member performance in a collectivist context by examining tea producers marketing channels in Sri Lanka. In here the channel relationship between tea brokering firms (channel principal) and bulk tea manufacturing firms (channel dependent) were measured from the perspective of the target channel members. Data were collected from 114 respondents who represent the key decision makers of the tea manufacturing firms as power targets. In contrary to the power research in western literature, this study uses an additional power variable called prestige power as a preferred source of power in a high power distance culture along with the traditional non-mediated power sources identified in French and Raven power typology. The findings of the study revealed a positive correlation between all non-mediated power sources and target member performance but only expert and prestige power sources have statistically significant relationships with the target member performance. When concerning the strength of these correlations researcher suggested that prestige and expert power would be more effective in controlling the performance of target channel members in tea producers marketing channels to achieve the channel objectives in desired way.
Keywords: Non mediated power sources, Prestige power, Target member performance, and Tea producers marketing channel.
Title: Non-Mediated Power Sources In a Collectivist Context: Role of Non-Mediated Power Sources in Managing the Performance of Tea Producers Marketing Channels
Author: T. Vidanapathirana
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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