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Erschienen in: Marketing Letters 4/2013

01.12.2013

Toward understanding passive opportunism in dedicated channel relationships

verfasst von: Jody L. Crosno, Chris Manolis, Robert Dahlstrom

Erschienen in: Marketing Letters | Ausgabe 4/2013

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Abstract

The investments made in an interfirm relationship have implications for the effectiveness of an agreement. In this study, we investigate whether these investments influence the level of passive opportunism observed in a relationship. Whereas transaction cost theory suggests that firms that make idiosyncratic investments are reluctant to engage in opportunism, reactance theory offers logic suggesting that such investments may increase the likelihood of opportunism. In addition, we investigate whether perceived justice influences the effect of investments on levels of passive opportunism. Data from 120 retail managers in the Norwegian consumer electronics industry support reactance theory predictions and indicate that interactional justice moderates the relationship between specific assets and passive opportunism. We conclude with a discussion of the implications for theory and research.
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Fußnoten
1
Deleted items are available upon request.
 
2
Although active opportunism is not the focus of this study, we found that retailer transaction specific investments are not significantly related to active opportunism in this sample (t = 1.118, p > 0.10).
 
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Metadaten
Titel
Toward understanding passive opportunism in dedicated channel relationships
verfasst von
Jody L. Crosno
Chris Manolis
Robert Dahlstrom
Publikationsdatum
01.12.2013
Verlag
Springer US
Erschienen in
Marketing Letters / Ausgabe 4/2013
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI
https://doi.org/10.1007/s11002-012-9220-3

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