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Published in:
2015 | OriginalPaper | Chapter
Offensive vs. Defensive Opportunism in Marketing Channel Relationships: An Essay on Their Ethics
Author : Tao Gao
Published in: Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
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The main purpose of this paper is to stimulate some discussions on the ethics of opportunistic behaviors in marketing relationships. It proposes that the cause of opportunism may have some bearing on its ethicality. The central argument made in the paper is that while of fensive or proactive opportunistic behaviors are ethically wrong, defensive or reactive opportunistic behaviors aiming at restoring exchange equity and preserving the exchange party’s freedom may be ethically permissable.