Buyer opportunism in business-to-business exchange |
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Authors: | Timothy G. Hawkins Terrance L. Pohlen Victor R. Prybutok |
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Affiliation: | 1. Western Kentucky University, Gordon Ford College of Business, Department of Marketing, 1906 College Heights Blvd., Bowling Green, KY 42101, United States;2. University of North Texas, College of Business, 1155 Union Circle, 305249, Denton, TX 76203, United States |
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Abstract: | A phenomenon of significance in buyer–supplier relationships is opportunism. In lieu of the known negative effects of opportunistic behavior on buyer–supplier relationships, the circumstances in which a sourcing professional engages in acts of opportunism are unclear. Combining theories from multiple disciplines, a comprehensive model tested buyer–supplier relationship-specific factors, environmental factors, an individual-difference factor, and situational factors likely to affect a buyer's decision to use opportunistic tactics. Results reveal how these different theories combine to provide a more comprehensive explanation of buyer behavior than existed in prior literature. Using structural equation modeling of a sample of 328 procurement transactions, factors found to affect buyer opportunism included buyer power, corporate ethical values, honesty/integrity, leader opportunism, willful ignorance, and subjective expected utility. This study also provides empirical support for distinguishing between two types of opportunism — strong and weak. The research concludes with implications for theory and practice, limitations, and areas for future research. |
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Keywords: | Opportunism Procurement Buyer&ndash supplier relationship Ethics Business ethics |
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