The Profit Impact of the Transaction Specific Assets : A Process Model of Adaptive Marketing Resources

This study proposes and tests a process model of the impact of the retailer's transaction specific assets (TSA) on the retailer's profit. We found that product and promotional resources transacted across the firm boundary fully mediate the relationship between the retailer's TSA and the retailer's profit. Results support predictions that TSA embody the resource based elements in a channel setting. Besides, the result shows that product resource is more important a resource that mediates the relationship between TSA and the retailer's profit than the promotion. Managerially, this study identifies the objectives of building up TSA and justifies the profit impact of TSA