This dissertation, using a two essay format, focuses on the impact of information symmetry on the multilateral management of inter-organizational relationships. The first essay, drawing on structural network theory and social learning theory, investigates how a focal firm's ability to proactively manage the structural properties of a network-- specifically, density of the network and relative network centrality of the referent firm-- as well as the influence strategies used in dyads influence behavioral responses in an exchange network. The second essay examines the context in which the symmetrical information environment can have negative consequences for a focal firm in the management of multiple relationships within a network due to perceptions of unfairness when partner firms anchor on the wrong comparative referent. Specifically, it examines the efficacy of explanations in re-anchoring and lowering unfairness perceptions of a partner firm building on equity theory and the anchoring and adjustment literature. Overall, the research provides insight for marketing academics as well as marketing managers on how to more carefully manage not only within, but across relationships, expanding our view of inter-organizational relationships beyond the dyadic interaction and integrating the social contextual motivations behind firm behavior. -- Abstract.
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