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Marketing Letters

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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.

Vorheriger Artikel Customization of online advertising: The role of intrusiveness

Nächster Artikel Price or quality? The influence of fluency on the dual role of price

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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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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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