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An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel

George John
Journal of Marketing Research
Vol. 21, No. 3 (Aug., 1984), pp. 278-289
DOI: 10.2307/3151604
Stable URL: http://www.jstor.org/stable/3151604
Page Count: 12
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
An Empirical Investigation of Some Antecedents of Opportunism in a Marketing Channel
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Abstract

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.

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