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...

Many markets that have traditionally relied upon collocation of buyers, sellers, and products have introduced electronic channels. Although these electronic channels may provide benefits to buyers and sellers by lowering the transaction costs of participating in the market, there are trade-offs...

Franchise encroachment, or the addition of an outlet in the vicinity of existing franchisees, has been contentious, due to revenue cannibalization of incumbent franchisee locations. We explore the possibility that the addition of same brand franchisees can, in fact, create positive effects on...

Opportunism is a central construct in exchange theory. Economists contend that despite the firm's best efforts to erect governance structures that reduce opportunism and preserve outcomes, some opportunism always remains once the transaction is in place. Despite this fact, few studies...

In this research, the authors develop a theory for why people act opportunistically when the stakes (i.e., payoffs) are low. Transaction cost theory suggests that opportunistic behavior is more likely under high stakes conditions. The authors identify rapport as an important moderator of this...

There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types – television, radio, Internet and print – within a short time period. We refer to this behavior as “media multiplexing” and note that key challenges for integrated...

There is a growing trend among consumers to serially consume small, incomplete “chunks” of multiple media types – television, radio, Internet and print – within a short time period. We refer to this behavior as “media multiplexing” and note that key challenges for integrated...

In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past...