The Use of Accommodation in Buyer–Seller Relationships: Encouraging or Controlling Opportunism in Business Markets Middle-grounds

ABSTRACT

Purpose: In the past decades, marketing researchers have explored different strategies to control opportunism in buyer–seller relationships. Accommodation, the cooperative response to partners’ exploitive behavior in exchange relationships, has received increasing attention from research on interfirm relationships. However, less is known about whether accommodation is an effective response strategy for controlling opportunism. Drawing on the self-enforcing agreement literature, this article focuses on exploring (1) what drives a firm’s accommodation response to its partner’s exploitive behavior, (2) how a firm’s accommodation helps govern its exchange partner’s opportunistic behavior, and (3) whether monitoring magnifies or buffers the effect of accommodation on the exchange partners’ opportunism.

Methodology: The survey data were collected from 173 seller-firms in Guangdong, Shanghai, Beijing, Wuhan, and Zhengzhou, representing the south, east, north, and middle regions of China. The initial questionnaires were distributed mainly by mail. By assessing the nonresponse bias and the potential bias of early and late responses, we detected no significant differences, implying that the aforementioned biases are not a concern. Because PLS can readily model both formative and reflective constructs, and accommodation is a formative construct, we deployed the SmartPLS software program to test our model.

Findings: This article enables a deeper understanding of accommodation as a response strategy in buyer–seller relationships. The data analysis offers supportive evidence that a firm’s level of accommodation is positively related to two exchange attributes: joint-specific investments and observability of the exchanges. Accommodation, as a cooperative response strategy, curtails opportunism in buyer–seller relationships, and such a curtailing role is magnified when accompanied with monitoring.

Originality/value/contribution: The authors develop a framework to examine previously untested relationships, which suggest accommodation is a cooperative response strategy to mitigate opportunism. We also contribute by exploring the antecedents of accommodation from the tangible transaction attributes perspective. Specifically, two exchange attributes, joint-specific investments and observability, can explain the emergence of accommodation. In addition, we examine the combined effect of competitive response strategies and cooperative response strategies on controlling partner opportunism. That is, competitive response strategies (i.e., monitoring) strengthen the governing effect of cooperative response strategies (i.e., accommodation).     

The Dollar-Pound Exchange Rate During the First Nine Months of World War II

Between August 25, 1939 and June 7, 1940, there was a free market for British pounds in New York. German success at the outset of World War II caused the value of free sterling to fall relative to the official exchange rate. This imposed an externality that made it more difficult for Britain to finance the war. Eventually, the externality became large enough that Britain chose to take extreme measures to abolish it, even at the expense of tarnishing the reputation of London’s financial markets. We collected daily data to investigate how the market reacted to war news and to policy changes. Using methods developed by Bai and Perron (Econometrica 66:47–78, 1998; Journal of Applied Econometrics 18:1–22, 2003), we find 17 breaks in the exchange rate. Fourteen are associated with military events and three are associated with policy changes. The episode illustrates how markets can fail to serve the public interest during times of war.     

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近年来,一股清新而强大的风吹进红尘滚滚的中国房地产市场.从国家到各地方,针对房地产行业现存的隐忧,大力度地执行了关于住宅建筑的新标准和具体措施, "建筑四节"--节能、节地、节水、节材,并已成为未来住宅项目的硬性指标.在北京,现已强制执行新建建筑必须达到节能65%.     

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Business practitioners increasingly seem to believe in the power of goal-based labels (i.e., labels that link assortment items to consumption goals). While previous literature has focused on feature-based approaches to increase choice satisfaction, we introduce goal-based labeling as a consumer-based approach to increase choice satisfaction. Since goal-based labels (e.g., a ??Family Trip?? camera versus a ??Professional?? camera) relate choice alternatives directly to consumption goals, they allow consumers to bypass translating product attributes into goal attainment. Quantitative and qualitative results of an experimental study indicate that novice consumers, but not experts, benefit from goal-based labeling in multiple ways. Novice consumers use goal-based labels as an important cue in their decision making. This can significantly increase their chances at making an optimal choice. Choosing from a goal-based labeled assortment also has a positive effect on the choice satisfaction of novices. Mediation analyses show that a decrease in the choice uncertainty drives the positive effect of goal-based labeling on choice satisfaction. Novices apparently do not blindly follow the labels that are provided but try to understand the link between labels and attributes. Hence, among novices, inaccurately labeled assortments not only result in suboptimal choice but also in higher uncertainty and lower satisfaction. For experts, goal-based labeling is largely irrelevant, as it does not have an effect on their choice satisfaction, nor on their likelihood to make an optimal choice.     

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Many business schools are criticized for being ineffective in helping students learn proper management skills and knowledge. Flow theory has been cited as being helpful in many learning environments in that flow experience can enhance student learning. The authors conducted a study of 315 students in an undergraduate operations management (OM) class to assess learning outcomes and flow experience. Results show that student learning performance and flow are related. Implications and suggestions for further research are provided.     

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The recent proliferation of free trade agreements (FTAs) has resulted in an increasingly complex network of preferential trading relationships. The economics literature has generally examined the formation of FTAs as a function of the participating countries' economic characteristics alone. In this paper, we show both theoretically and empirically that the decision to enter into an FTA is also crucially dependent on the participating countries' existing FTA relationships with third countries. Accounting for the interdependence of FTAs helps to explain a significant fraction of FTA formations that would not otherwise be predicted by countries' economic characteristics.     

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We examine how multinational firms with heterogeneous total factor productivity (TFP) self-select into different host countries. Both aggregate- and firm-level estimates suggest that more productive French firms are more likely than their less efficient competitors to invest in relatively tough host countries. Countries with a smaller market potential, higher fixed costs of investment or lower import tariffs tend to have higher cutoff productivities and attract a greater proportion of productive multinationals. This self-selection mechanism remains largely robust when we control for unobserved firm and country heterogeneity and address potential TFP endogeneity.     

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