Abstract It is thought that opportunism behaviors in dynamitic channel environment will lead the waste of resources and the loss of profits. The study shows that the opportunity behaviors in channel relations will evoke the party welfare influenced by channel partner. According to a channel marketing supermodel, Moorthy's conceptual framework, manufacturer opportunity behaviors, out-of-stock, don't bring added-benefit for themselves, on the contrary, the buyer profit increases and welfare adds, anti-intuitively. So, the opportunism-should be divided into good or bad opportunisms in order to protect the trade from being disrupted. The traditional view that opportunism is harmful is not scientifical and will make things worse. Accordingly, traders should take different mechanisms under different conditions. Only so, can traders finish transaction in a way of low-transaction-cost.
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