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An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel
Journal of Marketing Research
Vol. 21, No. 3 (Aug., 1984), pp. 278-289
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151604
Page Count: 12
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The author examines the determinants of opportunistic behavior in an interfirm relationship. Data from a franchise setting are examined for the effects of interorganizational structure and interfirm influence on attitudes and opportunistic behavior. The results indicate that opportunism is affected by attitudes as well as such factors as interorganizational structure. Theoretical and managerial implications for the analysis of marketing channels are offered.
Journal of Marketing Research © 1984 American Marketing Association