The antecedents and consequence of distributor’s stewardship-oriented behaviors in manufacturer–distributor relationships

Purpose Borrowing stewardship theory and self-determination theory as the theoretical lens, this study aims to develop a conceptual model for engendering distributor’s stewardship-oriented behaviors (SOBs) in manufacturer–distributor relationships. Design/methodology/approach This paper utilized primary dyadic data collected from 237 key informants of manufacturers and distributors in the Indian Pharmaceutical and FMCG industry to evaluate the study hypotheses using a structural equation modeling approach. Findings Findings indicate that key elements of intrinsic and identified motivation play a pivotal role in fostering distributor’s SOBs which in turn generate higher relationship performance outcomes for the manufacturer. Moreover, the effect of antecedents was moderated by manufacturer’s effective communication with the distributor. Research limitations/implications Results of this study document four factors as antecedents to distributors’ SOBs, which manufacturers can strategically incorporate in their relationship strategies with distributors. Originality/value The study introduces the concept of SOBs to marketing channel literature, thereby extending channel theory by drawing attention to the distributor’s intrinsically motivated positive behaviors that are in the best interest of manufacturers.