Tripartite role of communications in channel relationships: Mitigating exchange hazards, reducing opportunism, and curtailing its ill effects on relationship performance
Abstract
Mitigating channel members' opportunism is critical for supplier firms to maintain superior channel relationships and sustain relationship performance. Research in marketing channels suggests that supplier-channel member communication is vital for reducing information asymmetry and developing relational bonds in channel relationships. Building on that, in this research, we integrate information asymmetry and relationship-based views to...
Paper Details
Title
Tripartite role of communications in channel relationships: Mitigating exchange hazards, reducing opportunism, and curtailing its ill effects on relationship performance
Published Date
Feb 1, 2020
Volume
85
Pages
281 - 294
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