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Inter‐firm channel relationships have recently attracted great interest in academic research. This paper attempts to make a study of the governance mechanisms in manufacturer‐distributor relationships and the role played by the relationalism perceived by channel members. In particular, the aim is to account for why exclusive dealing and exclusive territories agreements frequently appear in association. Two theories are compared regarding this question. In one of the theories relationalism plays a mediating role between both vertical restraints, whereas according to the other theory the relation between the two is independent of the degree of relationalism. A sample of 96 Spanish manufacturers was used to test the hypotheses proposed, obtaining empirical support for both theories.

PurposeThis study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas.Design/methodology/approachThe interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained.FindingsThe results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas.Originality/valueThe novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra‐functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study.

El propósito del artículo es examinar el efecto del aprendizaje organizativo (AO) sobre la satisfacción y la lealtad en las relaciones comerciales entre empresas. Para ello se plantea y contrasta un modelo conceptual donde se adopta como unidad de análisis la relación diádica que mantienen las empresas fabricantes con su principal distribuidor. Los resultados obtenidos aportan evidencias empíricas acerca de que el AO del fabricante es un antecedente relevante de los resultados alcanzados en los intercambios relacionales. Así, el mayor grado de AO de la empresa fabricante incide de modo directo en el grado de satisfacción del distribuidor principal y también actúa de modo indirecto sobre su grado de lealtad. Se comprueba además que dicho AO potencia de un modo directo los resultados empresariales del fabricante.