The Impact of Channel Specific Assets on Manufacturers Opportunistic Behavior
Manufacturers and distributors seeking cooperation became a mainly value appreciation way of products sales chain.This paper,based on special assets theory ,combines research status at home and abroad of marketing channel special assets,puts forward three related research hypotheses,draws relevant conclusions by adopting scale design and hypothesis test and the SPSS 15.0 statistical analysis software.These conclusions show that:investment of the distributors specific assets will make a significantly positive impact on the opportunistic behavior of the manufacturer; investment of the manufacturers own specific assets will limit their opportunistic inclination.Investment of the manufacturers specific assets will also affect the investment of the distributors specific assets which makes the investment of specific assets have two different effects- Lock in-Rely on and Agglutinate-Win-Win Solution.We therefore provide a beneficial reference for distributors to avoid risks and choose agent products.
assets specificity channel management opportunistic behavior distributor behavior
ZHU Haibo HAN Qinglan
Business school of Central South University of Forestry and Technology,Changsha,China,410004 Busines Business School of Central South University,Changsha,China,410000
国际会议
The 3rd International Conference on Logistics and Supply Chain Management 2010(第三届物流与供应链管理国际研讨会)
长沙
英文
269-278
2010-07-18（万方平台首次上网日期，不代表论文的发表时间）