The Interplay of Drivers and Deterrents of Opportunism in Buyer-Supplier Relationships

Journal of the Academy of Marketing Science, Forthcoming

Posted: 20 Jun 2012

See all articles by Qiong Wang

Qiong Wang

University of Oklahoma - Division of Marketing

Julie Juan Li

affiliation not provided to SSRN

William T. Ross

Pennsylvania State University - Department of Marketing

Christopher Craighead

Pennsylvania State University - Department of Supply Chain & Information Systems

Date Written: June 20, 2012

Abstract

Fostering and maintaining buyer–supplier relationships is a fundamental premise of many channel initiatives. Indeed, these relationships may culminate in significant performance enhancements and competitive advantage. Yet these relationships may also result in competitively harmful events such as partner opportunism. Despite this potential competitive erosion, there is a lack of studies examining the interplay between the drivers and deterrents of opportunism. By building on transaction cost economics and social capital theory, we examine, via a sample of 400 manufacturing firms in China, how the interplay between drivers (relationship-specific investments and behavioral uncertainty) and deterrents (inter-firm social capital) of opportunism affect partner opportunism in buyer-supplier exchanges. The significance of this interplay between the drivers and deterrents sheds new light on how a firm can leverage social capital to curb the harmful effects of opportunism.

Keywords: buyer-supplier relationships, opportunism, survey research, transaction cost economics, social capital

Suggested Citation

Wang, Qiong and Li, Julie Juan and Ross, William T. and Craighead, Christopher, The Interplay of Drivers and Deterrents of Opportunism in Buyer-Supplier Relationships (June 20, 2012). Journal of the Academy of Marketing Science, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2088517

Qiong Wang (Contact Author)

University of Oklahoma - Division of Marketing ( email )

307 West Brooks
Price College of Business
Norman, OK OK 73019
United States
405-325-2668 (Phone)

Julie Juan Li

affiliation not provided to SSRN

No Address Available

William T. Ross

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

Christopher Craighead

Pennsylvania State University - Department of Supply Chain & Information Systems ( email )

Suite 465
University Park, PA 16803
United States

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