Unlocking the link between relationship duration and product De-listing in retail channels: The role of market orientation and brand diffusion

The literature on retailers' range rationalization is limited and focuses primarily the consequences thereof from a consumer perspective. Drawing extant research buyer-supplier relationships, brand management, market orientation (MO) in business-to-business (B2B) markets, our explores antecedents of product de-listing retail channels. It unlocks link between relationship duration by examining role MO diffusion. Using combination primary data with both objective perceptual measures proprietary sample suppliers to large British supermarket, we find that supplier's diffusion an essential means utilizing retailers reduce stores. Additionally, plays opposite moderating roles links duration, diffusion, de-listing. strengthens negative influence de-listing, while it weakens positive Our study contributes marketing channels B2B highlighting limitations relational view theory unveiling explaining outcomes relationships