Publication: Necessary condition analysis for sustainable channel governance in fast-moving markets
Authors
Pemartín González-Adalid, María ; Gimeno-Arias, Fernando ; León-Gómez, Ana ; Santos Jaén, José Manuel ; Gimeno Arias, Fernando
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Publisher
Emerald Publishing
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DOI
https://doi.org/10.1108/JBIM-10-2024-0804
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info:eu-repo/semantics/article
Description
© 2025 Emerald Publishing Limited ____ This document is the published version of a published work that appeared in final form in Journal of Business & Industrial Marketing ___
To access the final edited and published work see:
https://doi.org/10.1108/JBIM-10-2024-0804
Abstract
Purpose – The purpose of this paper is to analyse marketing channel governance through the most relevant elements of the relationship
(commitment, trust, dependence and enforcement) in light of a new analytical method – necessary condition analysis (NCA) – that brings fresh
perspectives to previous studies. The overlooked fast-moving consumer goods (FMCG) sector is chosen to test the proposed model because its high
product turnover and changing consumer demands make effective management and close collaboration between trading partners even more
necessary than in other sectors.
Design/methodology/approach – Based on a sample of 204 Spanish distributors – both wholesalers and retailers – in the FMCG sector
distribution channel who were contacted through LinkedIn, a governance model in the distribution channel is established and validated via
structural model analysis using PLS-SEM, NCA and predictive performance analysis.
Findings – The results provide empirical support for the proposed model from the perspective of probability, establishing an efficient distribution
channel governance formula in FMCG. However, analysis of the proposed relationships in terms of necessity reveals that a high level of social and
contractual enforcement cannot be achieved without a certain level of trust and commitment between partners, but that it can be achieved without
any dependence.
Practical implications – The study highlights that fostering trust and commitment is essential for governance in FMCG distribution channels, as
dependence alone is not a necessary condition for achieving strong contractual and social enforcement. Managers should focus on long-term
relationship building rather than short-term transactional gains to enhance channel performance. Given the competitive nature of the FMCG sector
and the increasing power of retailers, companies can improve governance effectiveness by investing in relational mechanisms that strengthen
collaboration with their partners.
Originality/value – The research provides novel tools for marketing channel governance in FMCG and contributes to alternative explanations to
account for good performance in the agreements established in the distribution channel, as opposed to formulas based on the imbalance of
bargaining power and different strategic interests among channel agents.
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Citation
Journal of Business & Industrial Marketing September 08 2025
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