Wang, Qiong; Kayande, Ujwal; Jap, Sandy - In: Marketing Science 29 (2010) 6, pp. 1109-1124
In this research, we examine a novel mechanism of interorganizational relationship dissolution: incoherence in a partner's behavior. We propose that the discrepancy between an exchange partner's opportunistic behavior and the focal firm's expectations may create a state of incoherence and...