Multi-dyadic supply chain structures are of growing importance to industrial marketers and marketing strategy academics because they reflect increasing global competition among suppliers, original equipment manufacturers (OEMs), and industrial buyers. Marketing strategy research in a multi-dyadic context is of growing interest because it provides a view of the complexities of industrial supply chains and a more complete analysis of interfirm behavior. This work utilizes governance value analysis (GVA) as the underlying theory for two essays that empirically investigate the performance and behavioral implications for component suppliers and OEMs of a multi-dyadic structure. Essay One investigates the value maximizing and value claiming implications of a component supplier's marketing allocation between the OEM and industrial buyer. Findings suggest that an increased allocation toward the industrial buyer positively affects value maximizing and claiming. Essay Two investigates the OEM's governance response in the form of exploitation and/or countering vis-à-vis the component supplier's marketing investment allocation, and finds an increasing allocation toward the industrial buyer positively influences both responses. In both essays market and exchange factors, derived from GVA, are found to moderate the direct relationships. Each essay employs a multi-method two-study approach to test the hypotheses and investigate the causal mechanisms.
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