The Effect of Process Integration on Organizational Culture for Strategic Collaboration in Automobile Industry

Shaik Abdul Khadar Basha; Gopalasetti Sridhar; Pinjari Rafiq Basha; Subhadarshini Khatua

doi:10.21844/mijia.18.2.10

Shaik Abdul Khadar Basha Woxsen University, Hyderabad
Gopalasetti Sridhar Woxsen University, Hyderabad
Pinjari Rafiq Basha Woxsen University, Hyderabad
Subhadarshini Khatua Woxsen University, Hyderabad

DOI: https://doi.org/10.21844/mijia.18.2.10

Keywords: Strategic collaboration, retail marketing strategy, vehicles, automobiles, cars, Collaborative marketing

Abstract

A strong partnership in new vehicle retail management is a long-term commitment made by automakers and dealers toward mutual
benefit. Manufacturers and dealers share a shared purpose in selling things, which makes everyone involved will benefit from a
collaborative effort to sell a model automobile. This paper studies the aspects of trust that are built between the manufacturer and dealer
which is affected by process integration, cultural understanding, and contract flexibility. The methodology followed was quantitative in
nature in which cross-sectional data from the same manufacturing company dyad was employed. The findings of the research show a
positive association between process integration with cultural understanding and contract flexibility and together these affect the trust that
is built between the parties.