Dynamic capabilities, channel multiplicity and channel adaptation: the mediating role of cross-channel integration and moderating roles of environmental dynamism and network centrality

Purpose The purpose of this study is to examine the impacts of dynamic capabilities and channel multiplicity on channel adaptation, while exploring the mediating role of cross-channel integration and the moderating roles of environment dynamics and network centrality. Design/methodology/approach Drawing on open systems theory, multi-channel and channel behaviors-related research, this study proposes a concept model for the impacts of dynamic capabilities and channel multiplicity on channel adaptation. The authors used data from 200 manufacturers in China to examine the proposed hypotheses. Findings It was found that manufacturers’ dynamic capabilities and channel multiplicity promote distributor channel adaptation, and manufacturer cross-channel integration mediates the effect of channel multiplicity on distributor channel adaptation. Dynamic capabilities and channel multiplicity promote cross-channel integration, with environmental dynamism contributing to the positive effect of dynamic capabilities, and the positive impact of channel multiplicity weakens. Moreover, the manufacturer’s cross-channel integration promotes distributor channel adaptation, and the manufacturer’s and distributor’s network centrality negatively moderates this promotion. Originality/value This paper proposes the intrinsic mechanism of dynamic capabilities and channel multiplicity affecting channel adaptation, contributing to the theory of cross-channel integration and channel adaptation and enriching the application of open systems theory in the channels field. This paper also provides new insights into how manufacturing enterprises can effectively enhance distributor channel adaptation in business-to-business relationships and helps to expand the related literature on manufacturer–distributor channel behavior. In addition, this study expanding the manufacturer–distributor dichotomy to a network perspective contributes to the development of cross-channel integration and channel adaptation.