Study on Strategy of Preventing Opportunism in Marketing Channels
Marketing channel management has entered a cooperation era.Cooperation is an important issue in marketing channel management,and opportunism is a vital factor to affect the cooperation.This paper expounds the importance of preventing the opportunism in marketing channel system,analyzes the major causes for opportunism from view of special-purpose quasi-rent of new system economics,and puts forward the solutions of equilibrium strategy,as well as an mechanism within marketing channel system to prevent opportunism.
marketing channel opportunism and exploitative quasi-rent
SUN Hongjie ZHOU Quan
Institute Of Brand Science,Chongqing University Of Arts And Sciences,Chongqing,China ,402160 School of Strategic Planning ,Chongqing Technology and Business University,Chongqing,China,400067
国际会议
2008 International Conference on Lofistics Engineering and Supply Chain(2008物流与供应链管理国际研讨会)
长沙
英文
351-355
2008-08-20(万方平台首次上网日期,不代表论文的发表时间)