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Promotion and Prevention Contracts in Industry Level Firm to Firm Dyad |
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| Authors: | Yunjia Chi Maggie Chuoyan Dong Yiping Song |
| Institution: | 1. Department of Marketing, College of Economics &2. Management, Huazhong Agricultural University , Wuhan, China;3. Department of Marketing, College of Business, City University of Hong Kong , Hong Kong, China;4. Department of Marketing, NEOMA Business School , Campus de Reims, France |
| Abstract: | ABSTRACT PurposeThis article aims to introduce and distinguish two features of contract design – prevention and promotion contracts – and compares their effects on opportunism within the distributor–supplier relationship. It also examines the moderating role of ex post contract enforcement strategies. |
| Keywords: | Promotion contract prevention contract opportunism enforcement severity enforcement speed industrial marketing business marketing |