Previous research studies have been carried out in different aspects of inter-firm influences, but no efforts have yet been taken to understand influence strategy wise variation across the countries and within a country across the industries. Hence, with an objective to fill this research gap, we primarily focused in this research in measuring the influence strategy variation among the channel participants (CPs) of USA&India, and within India, we focused on a cross section of the industries namely, water purifier, FMCGs, pharmaceutical, and cement. To maintain parity with research use to compare with the situation of USA, we estimated influence strategies by perceived reporting of CPs. Hence, samples for the present research were drawn from owners of the CP firms or their authorized representatives. We held a discussion with the executives of the leading players of the four industries namely B2B, FMCG, pharmaceutical, and cement, and based on their market share in the Southern part of West Bengal, we prepared a list of CPs. The questionnaire was sent to 317 CPs randomly drawn from four industries mentioned, but we received 219 responses. Appropriate statistical testing revealed variation of influence strategies between USA and India, and a significant association between influence strategies and industry-type. This research would be extremely helpful for organizations that are planning to deal with distribution partners of the emerging nations. In a nutshell, this research has proposed being 'glocal' in place of 'global' strategies.

1. Bandyopadhyay, S. (2004). Interfirm influence strategies within distribution channels in the emerging Indian market. ACR, 12 (1), 1-9.
2. Bhoyar, P. K., & Nagendra, A. (2012). Effectiveness of FMCG distribution channels with respect to satisfaction of consumers in rural markets. Indian Journal of Marketing, 42(1), 17-22.
3. Blaikie, N. (2003). Analyzing quantitative data. Sage: London.
4. Boyle, B., Dwyer, F. R., Robicheaux, R. A., & Simpson, J. T. (1992). Influence strategies in marketing channel: Measures & use in different relationship structures. Journal of Marketing Research, 29 (4), 462- 473. DOI: 10.2307/3172712
5. Brown, J. R., & Grzeskowiak, S., & Dev, C. S. (2009). Using influence strategies to reduce marketing channel opportunism: The moderating effect of relational norms. Marketing Letters, 20 (2), 139 - 154. DOI : 10.1007/s11002-008-9053-2
6. Chang, H. - C., & Lin, C. - H. (2008). Interfirm influence strategies and their impact on developing buyer-supplier relationships. International Journal of Commerce and Management, 18(1), 10-30. DOI : <a href=http://dx.doi.org/10.1108/10569210810871461 target="_blank">http://dx.doi.org/10.1108/10569210810871461</a>
7. Chinomona, R. (2013). Dealer's legitimate power and relationship quality in Gaunxi distribution channel : A social rule system theory perspective. International Journal of Marketing Studies, 5 (1), 42-58. DOI: <a href=http://dx.doi.org/10.5539/ijms.v5n1p42 target="_blank">http://dx.doi.org/10.5539/ijms.v5n1p42</a>
8. Dwyer, R. F., & Walker, O. C. (1981). Bargaining in an asymmetrical power structure. Journal of Marketing, 45 (Winter), 104- 115.
9. Field, A. (2009). Discovering statistics using SPSS (3rd ed., pp. 687 - 705). New Delhi : Sage Publications.
10. Fraizer, G. L., & Sheth, J. N. (1985). An attitude - behavior framework for distribution channel management. Journal of Marketing, 49 (3), 38-48. DOI: 10.2307/1251614
11. Fraizer, J. G, & Kale, S. (1989). Dealer dependence levels and reciprocal actions in a channel of distribution in a developing country. Journal of Marketing, 53 (1),50-69.
12. Frazier, G. L., & Rody, R.C. (1991). The use of influence strategies in interfirm relationship in industrial product channels. Journal of Marketing, 55 (Jan), 52-69.
13. Frazier, G. L., & Summers, J. O. (1984). Interfirm influence strategies and their application within distribution channel. Journal of Marketing, 48 (Summer), 43-55.
14. Frazier, G. L., & Summers, J. O. (1986). Perceptions of interfirm power and its use within a franchise channel of distribution. Journal of Marketing Research, 23 (2), 169-176.
15. Kale, S. H. (1986). Dealer perceptions of manufacturer power and influence strategies in a developing country. Journal of Marketing Research, 23 (Nov), 387- 393.
16. Kang, B. (2014). The antecedents of communication in buyer-seller relationships. Indian Journal of Marketing, 44 (3), 5-13. DOI: 10.17010/ijom/2014/v44/i3/80424
17. Kazemi, F. (2010). A comparative study of interfirm influence strategies of truck manufacturers in Iran and India. International Journal of Business and Management, 5(3),165-170. DOI: <a href=http://dx.doi.org/10.5539/ijbm.v5n3p165 target="_blank">http://dx.doi.org/10.5539/ijbm.v5n3p165</a>
18. Keith, J.E., Jackson, D.W. Jr., & Crosby, L. A. (1990). Effects of alternative types of influence strategies under different channel dependence structures. Journal of Marketing, 54 (3), 30-41. DOI: 10.2307/1251814
19. Kim, K. (2000). On interfirm power, channel climate, and solidarity in industrial distributor-supplier dyads. Journal of the Academy of Marketing Science, 28 (3), 388-405. DOI : 10.1177/0092070300283007
20. Kumra, R., Agndal, H., & Nilsson, U. (2012). Open book practices in buyer-supplier relationship in India. Journal of Business & Industrial Marketing, 27(3), 196-210. DOI : <a href=http://dx.doi.org/10.1108/08858621211207225 target="_blank">http://dx.doi.org/10.1108/08858621211207225</a>
21. Malhotra, N. K. (2008). Marketing research- An applied orientation (5thEd., pp. 504 - 505). New Delhi : Pearson Education.
22. Mandal, K., & Roy, K. (2012). Impact of marketer's influence strategies on distribution channel partners : A comparison among distribution channel partners. South Asian Journal of Management, 19 (1), 82-97.
23. McFarland, R. G., Challagalla, G. N., & Shervani, T. A. (2006). Influence tactics for effective adaptive selling. Journal of Marketing, 70 (4), 103-117. doi: <a href=http://dx.doi.org/10.1509/jmkg.70.4.103 target="_blank">http://dx.doi.org/10.1509/jmkg.70.4.103</a>
24. Molla, A., & Sanchez, M. (1997). Interfirm influence strategies in marketing channels. The International Review of Retail, Distribution and Consumer Research, 7 (3), 249-262. DOI:10.1080/095939697343012
25. Paul, R. (2014). A study of channel member satisfaction and ensuing commitment in international and domestic pharmaceutical distribution channels. Indian Journal of Marketing, 44 (1), 44 - 55. DOI: 10.17010/ijom/2014/v44/i1/80473
26. Payan, J. M., & McFarland, R. G. (2005). Decomposing influence strategies: Argument structure and dependence as determinants of the effectiveness of influence strategies in gaining channel member compliance. Journal of Marketing, 69 (3),66-79. doi: <a href=http://dx.doi.org/10.1509/jmkg.69.3.66.66368 target="_blank">http://dx.doi.org/10.1509/jmkg.69.3.66.66368</a>
27. Porter, M.E. (1980). Competitive strategy. New York, NY : Free Press.
28. Radaev, V. (2013). Market power and relational conflicts in Russian retailing. Journal of Business & Industrial Marketing, 28 (3), 167-177. DOI : <a href=http://dx.doi.org/10.1108/08858621311302822 target="_blank">http://dx.doi.org/10.1108/08858621311302822</a>
29. Scheer, L. K., & Stern, L. W. (1992). The effect of influence type and performance outcomes on attitude toward the influencer. Journal of Marketing Research, 29 (1), 128-142.
30. Sengupta, P. (2009). Linguistic diversity and economic disparity: An issue for multiculturalism in India. The International Journal of Diversity in Organizations, Communities and Nations, 9(1), 147-164.
31. Shah, H. (2000). Performance assessment of Indian women entrepreneurs. In B.S. Bhatia, & G. S. Batra (Eds.), Entrepreneurship and small business management (Chapter 17). New Delhi : Deep and Deep Publication.
32. Shah, R., & Basu, D. (2010). Coercion in psychiatric care: Global and Indian perspective. Indian Journal of Psychiatry, 52(3), 203-206.
33. Shamdasani, P., Keh, H. T., & Chan, K. T. - S. (2001). The efficacy of power and influence strategies in a conventional channel: A Singapore perspective. Journal of Business & Industrial Marketing, 16 (1), 21-38. DOI : <a href=http://dx.doi.org/10.1108/08858620110364864 target="_blank">http://dx.doi.org/10.1108/08858620110364864</a>
34. Su, C., Yang, Z., Zhuang, G., Zhou, N., & Dou, W. (2009). Interpersonal influence as an alternative channel communication behavior in emerging markets: The case of China. Journal of International Business Studies, 40, 668 - 689. doi:10.1057/jibs.2008.84
35. Teller, C., Kotzab, H., Grant, D. B., & Holweg, C. (2016). The importance of key supplier relationship management in supply chains. International Journal of Retail & Distribution Management, 44 (2), 109-123. DOI : <a href=http://dx.doi.org/10.1108/IJRDM-05-2015-0072 target="_blank">http://dx.doi.org/10.1108/IJRDM-05-2015-0072</a>.
36. Venkatesh, R., Kohli, A. K., & Zaltman, G. (1995). Influence strategies in buying centres. Journal of Marketing, 59 (4), 71-82.
37. Weck, M., & Ivanova, M. (2013). The importance of cultural adaption for trust development. Journal of Business & Industrial Marketing, 28 (3), 210-219.