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A meta-analytic review of opportunism in exchange relationships |
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| Authors: | Jody L Crosno Robert Dahlstrom | ||
| Institution: | (1) College of Business and Economics, West Virginia University, P.O. 6025, Morgantown, WV 26506-6025, USA;(2) Carol Martin Gatton College of Business and Economics, University of Kentucky, 425-L B & E Building, Lexington, KY 40506-0034, USA;(3) Norwegian School of Management, Centre for Advanced Research in Retailing, 0442 Oslo, Norway | ||
| Abstract: | The potential to engage in opportunism is a central theme in institutional economics, yet prior research has not quantitatively
reviewed the role of opportunism in marketing research. This study uses meta-analytic techniques to synthesize research on
opportunism conducted over the last quarter century. The analysis of 183 effect sizes extracted from 54 publications from
the period 1982 to 2005 offers some support to extant channel theory. The research also indicates that the informant’s frame
of reference and the research design significantly influence the observed effects. Implications of the findings and future
research directions are discussed.
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| Keywords: | Institutional Economics Opportunism Meta-analysis | ||
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