Relational norms and collaborative activities Roles in reducing opportunism in marketing channels》.pdf
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Relational norms and collaborative activities Roles in reducing opportunism in marketing channels》.pdf
Industrial Marketing Management 46 (2015) 147–159
Contents lists available at ScienceDirect
Industrial Marketing Management
Relational norms and collaborative activities: Roles in reducing
☆
opportunism in marketing channels
Yin Zhou a,b,1, Xubing Zhang c,2, Guijun Zhuang b,⁎, Nan Zhou d,e,3
a Changan University, School of Economics and Management, Nan Erhuan Road, PO Box 710064, Xian, Peoples Republic of China
b Xian Jiaotong University, School of Management, Xianning West Road, PO Box 710049, Xian, Peoples Republic of China
c Hong Kong Polytechnic University, Department of Management and Marketing, Faculty of Business, Hum Hong, Kowloon, Hong Kong
d City University of Hong Kong, Department of Marketing, Tat Chee Avenue, Kowloon, Hong Kong
e Wuhan University, School of Economics and Management, Ba Yi Road, PO Box 430072, Wuhan, Peoples Republic of China
a r t i c l e i n f o a b s t r a c t
Article history: Reducing opportunism is a critical task to support channel performance and channel member satisfaction. Recent
Received 6 August 2013 research into marketing channels focuses on the role of relational governance in curbing opportunism; this study
Received in revised form 31 July 2014 advances this thesis by positing that relational governance encompasses both relational norms and collaborative
Accepted 26 August 2014
activities (i.e., joint planning and joint problem solving). In turn, the current research investigates how these two
Available online 7 February 2015
aspects of relational governance
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