Jessica Labre et Vincent Levis, étudiants à la maîtrise ès en sciences de la gestion, ont reçu une bourse du fond de recherche de monsieur Harold Boeck, professeur au Département de marketing de l’ESG UQAM. Cette bourse conjointe, d’une valeur de 3500 $, permettra aux étudiants de présenter l’article Coercive Power in an Interdependent Dyad : Astudy of Interfirm Relationships in the Canadian Broadcast TV Industry en France à l’occasion du Paris Business and Social Sciences Research Conference les 4 et 5 juillet prochains. C’est dans le cadre du cours «MKG8409 Du B2B au marketing relationnel» que les récipiendaires ont coécrit l’article. Félicitations !
Résumé de l’article (en anglais seulement) :
This exploratory study focuses on the presence and relationship between 3 key constructs namely (1) coercive power, (2) interfirm relationships and (3) compliance in a highly interdependent dyad that operates in the Canadian Broadcast TV industry.
Very interestingly, the field research found that all participants used coercive power. This contrasts with previous studies that usually present coercive power being used by a powerful organization in a dominant/dependent dichotomy. When used, coercive power was presented in an indirect manner, regarding price, linked to the end consumer’s satisfaction and presented as a natural consequence of complying or not complying. Its use was rather soft and was beneficial in contributing to the dyad’s goals. Its effectiveness has been demonstrated in the case study as it will generally influence the business partner to comply with the demands being presented. The use of coercion did not seem to generate strong negative sentiments among the participants.
