Curbing opportunism in marketing channels: The roles of influence strategy and perceived fairness

Opportunism is vital in marketing channel relationships and existing research has identified several influential factors as antecedents of opportunism. Nonetheless, we have little specific knowledge how manufacturer’s influence strategies or reseller’s fairness perception affects opportunistic behavior. This study examines the independent interactive effects on resellers’ opportunism tendency. Empirical evidence shows that use coercive strategy increases tendency whereas noncoercive reduces it. The results also suggest distributive procedural perceptions moderate relationship between In particular, strengthens effect Contrary to our hypothesis, worsens harmful latter counterintuitive finding provides directions for future along with insights management.