governance structure for constraining opportunism within marketing channels. These approaches generally assume that marketing … important to identify conditions in which opportunism likely occurs.The present research argues that marketing channel managers …. The individual-level analysis treats marketing channel managers as a heterogeneous population and investigates the impact …

Research and practitioners alike have underscored the importance of customer value creation in marketing. For any … marketing practice to be successful, it must first create value for customers. This is also true for the practice of … relationship marketing, which is enjoying popularity among organizational marketers. However, there has been a lack of research …

Current marketing channel literature overwhelmingly suggests that entering exchange relationships leads to positive …