Managing marketing channel opportunism: The efficacy of alternative governance mechanisms

Volume: 64, Issue: 2, Pages: 51 - 65
Published: Apr 1, 2000
Abstract
The authors examine three governance mechanisms according to how well they mitigate opportunism in marketing channels. Using the U.S. hotel industry as the research context, the authors investigate how opportunism is limited by (1) ownership, (2) investment in transaction-specific assets, and (3) norms of relational exchange. They also investigate how various combinations of these governance mechanisms affect opportunistic behavior in hotel...
Paper Fields
Paper Details
Title
Managing marketing channel opportunism: The efficacy of alternative governance mechanisms
Published Date
Apr 1, 2000
Volume
64
Issue
2
Pages
51 - 65
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.