How Do Interfirm Relationships Affect Altruistic Extra-Role Behavior? The Mediating Effect of Organizational Learning

Abstract

ABSTRACT Purpose This study aims to explore how personal ties and organizational ties between a distributor and its manufacturer influence the altruistic extra-role behavior of the focal distributor and the mediating effect of organizational learning, as well as the moderating effect of environmental dynamism, on the relationship between interfirm relationships and organizational learning. Methodology/approach The authors collect data from 618 household appliance distributors from Mainland China to support most hypotheses. The multilevel regression analysis and bootstrap test are used to test the hypotheses. Findings Both personal ties and organizational ties positively affect distributor organizational learning. Environmental dynamism strengthens the positive relationship between organizational ties and distributor organizational learning; distributor organizational learning plays a mediating role in the positive relationship between interfirm and altruistic extra-role behavior. At the same time, the mediating effect of distributor organizational learning between interfirm relationships and altruistic extra-role behavior becomes stronger with the increase of environmental dynamism. Research implications This study integrates the concept of organizational learning into the framework of research on the relationship between inter-firm relationships and extra-role altruistic behavior. In the background of a global epidemic, the concept of environmental dynamics is used as a boundary effect to deepen our understanding of relationships. The study also offers suggestions on how managers consider inter-firm relationships and extra-role altruistic behavior. Originality/value/contributions This study explores organizational learning as an intermediary mechanism between interfirm relationships and altruistic extra-role behavior, enriching the literature on altruistic extra-role behavior. It uncovers the boundary effect of environmental dynamics to deepen our understanding of the effect of interfirm relationships on organizational learning. It also discusses the antecedents of altruistic extra-role behavior by integrating previous studies and considering the impact of the two types of interfirm relationships simultaneously. Practical implications This study provides several insightful implications for the managers in understanding the impacts of interfirm relationships on altruistic extra-role behavior in business-to-business marketing.