Revisiting the causes of organizational discontinuance: A diffusion theory approach offers new insights

Madhavan Parthasarathy, David Forlani
Journal of Business Market Management,Vol. 9, Issue 2, Pages: 650-676.

The purpose of this research was to develop a framework capable of classifying the reasons behind the discontinuance of supplier-distributor relationships. Using a sample of CEO’s who manage intra-national and multi-national firms, a study was run to test a typology of discontinuance built around diffusion theory’s source of influence construct (eg, the origin and valence of the information that initiates a discontinuance decision). The three types are called New Day, Strike 3 and Greener Grass. Results support the proposed typology and …
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