IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v68y2015i3p735-742.html
   My bibliography  Save this article

Opportunism in buyer–seller relationships: Some unexplored antecedents

Author

Listed:
  • Kang, Bohyeon
  • Jindal, Rupinder P.

Abstract

Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a conceptual framework involving six potential antecedents. Data from 270 franchisees in a Korea based franchise system is used to test the hypotheses. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. The study provides theoretical and managerial insights into understanding and controlling opportunism.

Suggested Citation

  • Kang, Bohyeon & Jindal, Rupinder P., 2015. "Opportunism in buyer–seller relationships: Some unexplored antecedents," Journal of Business Research, Elsevier, vol. 68(3), pages 735-742.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:735-742
    DOI: 10.1016/j.jbusres.2014.07.009
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296314002409
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2014.07.009?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Yilmaz, Cengiz & Kabadayi, Ebru Tumer, 2006. "The role of monitoring in interfirm exchange: Effects on partner unilateral cooperation," Journal of Business Research, Elsevier, vol. 59(12), pages 1231-1238, November.
    2. Renáta Kosová & Francine Lafontaine & Rozenn Perrigot, 2013. "Organizational Form and Performance: Evidence from the Hotel Industry," The Review of Economics and Statistics, MIT Press, vol. 95(4), pages 1303-1323, October.
    3. Lucia-Palacios, Laura & Bordonaba-Juste, Victoria & Polo-Redondo, Yolanda & Grünhagen, Marko, 2014. "Technological opportunism effects on IT adoption, intra-firm diffusion and performance: Evidence from the U.S. and Spain," Journal of Business Research, Elsevier, vol. 67(6), pages 1178-1188.
    4. Niesten, Eva & Jolink, Albert, 2012. "Incentives, opportunism and behavioral uncertainty in electricity industries," Journal of Business Research, Elsevier, vol. 65(7), pages 1031-1039.
    5. Hendrikse, George & Jiang, Tao, 2011. "An Incomplete Contracting Model of Dual Distribution in Franchising," Journal of Retailing, Elsevier, vol. 87(3), pages 332-344.
    6. Gassenheimer, Jule B. & Baucus, David B. & Baucus, Melissa S., 1996. "Cooperative arrangements among entrepreneurs: An analysis of opportunism and communication in franchise structures," Journal of Business Research, Elsevier, vol. 36(1), pages 67-79, May.
    7. Deligonul, Seyda & Kim, Daekwan & Roath, Anthony S. & Cavusgil, Erin, 2006. "The Achilles' heel of an enduring relationship: Appropriation of rents between a manufacturer and its foreign distributor," Journal of Business Research, Elsevier, vol. 59(7), pages 802-810, July.
    8. Arturs Kalnins & Francine Lafontaine, 2013. "Too Far Away? The Effect of Distance to Headquarters on Business Establishment Performance," American Economic Journal: Microeconomics, American Economic Association, vol. 5(3), pages 157-179, August.
    9. Francine Lafontaine, 1992. "Agency Theory and Franchising: Some Empirical Results," RAND Journal of Economics, The RAND Corporation, vol. 23(2), pages 263-283, Summer.
    10. Chen, Chien-Wei & Lien, Nai-Hwa, 2013. "Technological opportunism and firm performance: Moderating contexts," Journal of Business Research, Elsevier, vol. 66(11), pages 2218-2225.
    11. Lewin, Jeffrey E. & Johnston, Wesley J., 1997. "Relationship marketing theory in practice: A case study," Journal of Business Research, Elsevier, vol. 39(1), pages 23-31, May.
    12. Barbara Dyer & X Michael Song, 1997. "The Impact of Strategy on Conflict: A Cross- National Comparative Study of U.S. and Japanese firms," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 28(3), pages 467-493, September.
    13. Brown, James R. & Cobb, Anthony T. & Lusch, Robert F., 2006. "The roles played by interorganizational contracts and justice in marketing channel relationships," Journal of Business Research, Elsevier, vol. 59(2), pages 166-175, February.
    14. Mooi, Erik A. & Frambach, Ruud T., 2012. "Encouraging innovation in business relationships—A research note," Journal of Business Research, Elsevier, vol. 65(7), pages 1025-1030.
    15. Erin Anderson & Barton Weitz, 1989. "Determinants of Continuity in Conventional Industrial Channel Dyads," Marketing Science, INFORMS, vol. 8(4), pages 310-323.
    16. Lee, Don Y., 2001. "Power, conflict and satisfaction in IJV supplier -- Chinese distributor channels," Journal of Business Research, Elsevier, vol. 52(2), pages 149-160, May.
    17. Heide, Jan B. & Stump, Rodney L., 1995. "Performance implications of buyer-supplier relationships in industrial markets : A transaction cost explanation," Journal of Business Research, Elsevier, vol. 32(1), pages 57-66, January.
    18. Backhaus, Klaus & Buschken, Joachim, 1999. "The Paradox of Unsatisfying but Stable Relationships--A Look at German Car Suppliers," Journal of Business Research, Elsevier, vol. 46(3), pages 245-257, November.
    19. Kim, Stephen Keysuk, 2007. "Relational behaviors in marketing channel relationships: Transaction cost implications," Journal of Business Research, Elsevier, vol. 60(11), pages 1125-1134, November.
    20. Supphellen, Magne & Haugland, Sven A. & Korneliussen, Tor, 2002. "SMBs in search of international strategic alliances: Perceived importance of personal information sources," Journal of Business Research, Elsevier, vol. 55(9), pages 785-795, September.
    21. Yilmaz, Cengiz & Sezen, Bulent & Kabadayi, Ebru Tumer, 2004. "Supplier fairness as a mediating factor in the supplier performance-reseller satisfaction relationship," Journal of Business Research, Elsevier, vol. 57(8), pages 854-863, August.
    22. Ping, Robert Jr., 1995. "Some uninvestigated antecedents of retailer exit intention," Journal of Business Research, Elsevier, vol. 34(3), pages 171-180, November.
    23. Kashyap, Vishal & Sivadas, Eugene, 2012. "An exploratory examination of shared values in channel relationships," Journal of Business Research, Elsevier, vol. 65(5), pages 586-593.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bragge, Johanna & Kauppi, Katri & Ahola, Tuomas & Aminoff, Anna & Kaipia, Riikka & Tanskanen, Kari, 2019. "Unveiling the intellectual structure and evolution of external resource management research: Insights from a bibliometric study," Journal of Business Research, Elsevier, vol. 97(C), pages 141-159.
    2. Modak, Mousumi & Ghosh, Kunal Kanti & Pathak, Khanindra, 2019. "A BSC-ANP approach to organizational outsourcing decision support-A case study," Journal of Business Research, Elsevier, vol. 103(C), pages 432-447.
    3. Wu, Lei-Yu & Chen, Po-Yuan & Chen, Kuan-Yang, 2015. "Why does loyalty–cooperation behavior vary over buyer–seller relationship?," Journal of Business Research, Elsevier, vol. 68(11), pages 2322-2329.
    4. Zhang, Qi & Ariffin, Shaizatulaqma Kamalul & Richardson, Christopher & Wang, Yuling, 2023. "Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    5. Sefa Hayibor, 2017. "Is Fair Treatment Enough? Augmenting the Fairness-Based Perspective on Stakeholder Behaviour," Journal of Business Ethics, Springer, vol. 140(1), pages 43-64, January.
    6. Paswan, Audhesh K. & Hirunyawipada, Tanawat & Iyer, Pramod, 2017. "Opportunism, governance structure and relational norms: An interactive perspective," Journal of Business Research, Elsevier, vol. 77(C), pages 131-139.
    7. Lin, Jun-You, 2020. "What affects new venture firm’s innovation more in corporate venture capital?," European Management Journal, Elsevier, vol. 38(4), pages 646-660.
    8. Seggie, Steven H. & Griffith, David A., 2021. "The moderating effects of economic and strategic relationship value in tolerating active and passive opportunism," Journal of Business Research, Elsevier, vol. 128(C), pages 233-244.
    9. Begoña López-Fernández & Susana López-Bayón, 2018. "Antecedents of early terminations in franchising: franchisor versus franchisee cancelations," Small Business Economics, Springer, vol. 50(4), pages 677-695, April.
    10. Falasca, Mauro & Kros, John F., 2018. "Success factors and performance outcomes of healthcare industrial vending systems: An empirical analysis," Technological Forecasting and Social Change, Elsevier, vol. 126(C), pages 41-52.
    11. Wang, Liwen & Sheng, Shibin & Wu, Shuilong & Zhou, Kevin Zheng, 2017. "Government role, governance mechanisms, and foreign partner opportunism in IJVs," Journal of Business Research, Elsevier, vol. 76(C), pages 98-107.
    12. Agnieszka Zakrzewska-Bielawska, 2018. "The Relationship between Managers’ Network Awareness and the Relational Strategic Orientation of their Firms: Findings from Interviews with Polish Managers," Sustainability, MDPI, vol. 10(8), pages 1-20, August.
    13. Dung, Truong Quang & Bonney, Lawrence Bryan & Adhikari, Rajendra & Miles, Morgan P., 2021. "Entrepreneurial orientation and vertical knowledge acquisition by smallholder agricultural firms in transitional economies: The role of interfirm collaboration in value-chains," Journal of Business Research, Elsevier, vol. 137(C), pages 327-335.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wu, Chih-Wen, 2015. "Antecedents of franchise strategy and performance," Journal of Business Research, Elsevier, vol. 68(7), pages 1581-1588.
    2. Muriel Fadairo & Cintya Lanchimba Lopez, 2012. "Performance in distribution systems : What is the influence of the upstream firm’s organizational choices ?," Working Papers 1224, Groupe d'Analyse et de Théorie Economique Lyon St-Étienne (GATE Lyon St-Étienne), Université de Lyon.
    3. Nathan E. Wilson, 2015. "Local Market Structure and Strategic Organizational Form Choices: Evidence from Gasoline Stations," International Journal of the Economics of Business, Taylor & Francis Journals, vol. 22(1), pages 119-140, February.
    4. Muriel Fadairo & Cintya Lanchimba, 2012. "Performance in distribution systems : What is the influence of the upstream firm's organizational choices ?," Working Papers halshs-00727382, HAL.
    5. Leonidou, Leonidas C. & Aykol, Bilge & Fotiadis, Thomas A. & Christodoulides, Paul, 2018. "Betrayal intention in exporter-importer working relationships: Drivers, outcomes, and moderating effects," International Business Review, Elsevier, vol. 27(1), pages 246-258.
    6. Ackermann, Jeff, 2024. "The effects of franchising on stores, competitors, and consumers," International Journal of Industrial Organization, Elsevier, vol. 93(C).
    7. Meiseberg, Brinja & Perrigot, Rozenn, 2020. "Pricing-based practices, conflicts and performance in franchising," European Management Journal, Elsevier, vol. 38(6), pages 939-955.
    8. Bart S. Vanneste & Phanish Puranam & Tobias Kretschmer, 2014. "Trust over time in exchange relationships: Meta-analysis and theory," Strategic Management Journal, Wiley Blackwell, vol. 35(12), pages 1891-1902, December.
    9. Kim, Dong W. & Trimi, Silvana & Hong, Soon G. & Lim, Seongbae, 2020. "Effects of co-creation on organizational performance of small and medium manufacturers," Journal of Business Research, Elsevier, vol. 109(C), pages 574-584.
    10. Francine Lafontaine & Marek Zapletal & Xu Zhang, 2019. "Brighter prospects? Assessing the franchise advantage using census data," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 28(2), pages 175-197, April.
    11. Muriel Fadairo & Cyntia Lanchimba & Miguel Yangari, 2016. "Optimal Monetary Provisions and Risk Aversion in Plural Form Franchise Network. A Model of Incentives with Heterogeneous Agents," Working Papers 1602, Groupe d'Analyse et de Théorie Economique Lyon St-Étienne (GATE Lyon St-Étienne), Université de Lyon.
    12. Duffy, Rachel & Fearne, Andrew & Hornibrook, Sue & Hutchinson, Karise & Reid, Andrea, 2013. "Engaging suppliers in CRM: The role of justice in buyer–supplier relationships," International Journal of Information Management, Elsevier, vol. 33(1), pages 20-27.
    13. Davide Del Prete & Armando Rungi, 2020. "Backward and Forward Integration Along Global Value Chains," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 57(2), pages 263-283, September.
    14. Guo, Shiau-Ling, 2023. "The governance implication of the geographic concentration of franchise activities for franchise relationships," Journal of Business Research, Elsevier, vol. 157(C).
    15. Thierry Pénard & Rozenn Perrigot, 2015. "Search Online – Purchase Online in Franchising: An Empirical Analysis of Franchisor Website Functionality," Economics Working Paper Archive (University of Rennes & University of Caen) 201517, Center for Research in Economics and Management (CREM), University of Rennes, University of Caen and CNRS.
    16. Shih‐Chuan Lin & Yoo Ri Kim, 2021. "Heterogeneous effects of hotel ownership structure changes on localized market competition using multilevel mixed‐effect analyses," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(4), pages 808-820, June.
    17. Thorpe, Jodie, 2018. "Procedural Justice in Value Chains Through Public–private Partnerships," World Development, Elsevier, vol. 103(C), pages 162-175.
    18. Herington, Carmel & Johnson, Lester W. & Scott, Don, 2009. "Firm-employee relationship strength--A conceptual model," Journal of Business Research, Elsevier, vol. 62(11), pages 1096-1107, November.
    19. Forliano, Canio & Bullini Orlandi, Ludovico & Zardini, Alessandro & Rossignoli, Cecilia, 2023. "Technological orientation and organizational resilience to Covid-19: The mediating role of strategy's digital maturity," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    20. Vázquez-Suárez, Luis & Mejía-Vásquez, Pericles Ramón & Serafim da Silva, Sheila & Sánchez-Gómez, Roberto, 2022. "Gender’s moderating role in the relationship between organisational form and performance in the Spanish supermarket industry," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:735-742. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.