Many scholars continue to call for more dyadic data designs. For instance, Koza and Dant (2007) suggest a dyadic perspective to gain insights into the conflict resolution process. Windsperger and Dant (2006) recommend collecting dyadic data for their measure of intangible assets. Roy, Sivakumar, and Wilkinson(2004) suggest future research should study dyads for a better understanding of the innovation phenomenon in channel management. Similarly, in their study on supply chain contagion, McFarland, Bloodgood, and Payan (2008) stress the need to examine dyadic interactions. Other researchers have emphasized dyadic designs to investigate, for example, fairness perceptions (Kumar, Scheer, and Steenkamp, 1995b) and punitive action(Kumar, Scheer, and Steenkamp, 1998). And, such designs are also helpful to overcome common method biases. Steinman and Deshpandé (2000) also consider multiple informants and the simultaneous measurement of suppliers and customers.