Title:
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Antecedents and performance consequences of opportunism in
international buyer-seller relationships
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Under the current competitive market environment, buyers and sellers strive to
develop and maintain close business relationships to achieve greater competitive
advantages. However, this relationship arrangement often fails at a very high rate
due to the existence of opportunism. Research scholars have empirically investigated
this issue. Yet, to date, opportunism has not been studied explicitly.
Empirical attentions have been devoted to define sets of governance
mechanisms that deter opportunism rather than trying to understand what the root
causes are. Moreover, the causes and effects of this phenomenon have not been
systematically integrated. Previous empirical studies also produced inconsistent
results. In addition, there is relatively limited empirical attention given to studying
this issue from an international exchange context, especially in utilising information
obtained from both sides of the exporter-importer relationships. In response to these
literature gaps, the present study focuses on exploring the drivers and outcomes of
opportunism in international buyer-seller relationships .
Drawing on the transaction costs analysis theory and a key aspect of the
international theory, a comprehensive conceptual model integrating antecedents and
consequences of opportunism in export-import relationships is proposed. A set of
research hypotheses that illustrates the link between drivers, opportunism and
outcomes is formulated.
The hypotheses are tested by using data from mail surveys of Thai exporting
manufacturers and their UK importing distributors. The data are analysed through
structural equation modelling. The results suggest that psychic distance and
performance ambiguity have a positive effect on opportunism, whereas transaction-specific
investments have a negative effect. Moreover, opportunism significantly
increases transaction costs and therefore reduces the performance of the relationship.
However, there is no significant link found between environmental uncertainty and
opportunism. The research findings are discussed in accordance with the results
from previous empirical studies. The theoretical, managerial and public policy
implications are also presented, along with the limitations and possible fruitful
avenues for future research.
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