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Published in:
2009 | OriginalPaper | Chapter
How Retailer Power Influence Its Opportunism Governance Mechanisms in Marketing Channel?– An Empirical Investigation in China
Authors : Yu Tian, Xuefang Liao
Published in: Cutting-Edge Research Topics on Multiple Criteria Decision Making
Publisher: Springer Berlin Heidelberg
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This study aims to investigate the relationship among power, norms, contract and opportunism, analysis the effect of retailer power on the choice of norms and contracts, examine the influence of retailer power on opportunism, and discuss the moderating effect of communication between retailer’s power and governance mechanism, and also the moderating effect of monitoring between governance mechanism and opportunism. We got the following conclusions: (1) The retailer power affects supplier’s choice of governance mechanisms. (2) The use of different types of governance mechanisms from supplier has a significant negative impact on retailer’s opportunism behavior. (3) Communication significantly decreases the frequency of supplier’s use of contract, but does not show a significant effect on decreasing the frequency of the use of norms; monitoring does not show a significant moderating effect between governance mechanism and opportunism behavior.