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A Study on Specific Investments in Marketing Relationships

Author: QinHong
Tutor: WangTao
School: Wuhan University
Course: Business management
Keywords: Specific investments Opportunism Relationship criteria Clear contract
CLC: F274
Type: Master's thesis
Year: 2005
Downloads: 185
Quote: 3
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Abstract


The dedicated investment is provided on a particular company or value chain partners , it is an important part of the company 's marketing strategy . At the same time , the modern theory is that this investment has a foreseeable risk , because it makes the investment recipient the opportunity to deprive the investor 's interests . Therefore , the issue has become the focus of many areas of academic research about specific investments and investment Recipient opportunistic behavior between . In this article , the author examines the situation of \recipient , opportunism reduced under certain conditions . Four means of control are the relationship criteria , the relationship between persistent , supplier -specific investments and clear contract . The major theoretical viewpoints with the level of control means beyond a certain range , specific investments opportunist will shift . Author corresponding study synchronization of dealers - suppliers to verify their hypotheses , the main findings are as follows : (1) the dealer 's transaction-specific investments have a positive impact on the opportunistic behavior of the supplier (2) the relationship between guidelines , vendor-specific investment and clear contract supplier opportunistic behavior has a negative impact ( 3 ) when the high relationship standards , vendor-specific investments and a clear contract with the dealer -specific investments linked perception of supplier opportunistic behavior will affect the channel conflict level and relationship satisfaction reduce opportunistic behavior of suppliers (4) Finally , the author discusses the significance of the results of this study on the theory and practice of marketing .

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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