Opposites Attract, but Similarity Works: A Study of Interorganizational Similarity in Marketing Channels

This study explores the construct of interorganizational similarity in business orientation between manufacturers and distributors. Drawing on Social Identity Theory, the authors develop hypotheses concerning the outcomes of similarity on the relationship. In particular, they argue that relationship effectiveness for the manufacturer is positively affected by similarity in business orientation through the mediating construct of cooperation. An empirical study of more than 200 business relationships provides support for the theoretical reasoning.