Journal Search Engine
Search Advanced Search Adode Reader(link)
Download PDF Export Citaion korean bibliography PMC previewer
ISSN : 2233-4165(Print)
ISSN : 2233-5382(Online)
Journal of Industrial Distribution & Business Vol.8 No.5 pp.53-63

An Empirical Study on the Vendor's Opportunism in the Collaboration between Buyer and Vendor

Sunil Hwang*, Eung-Kyo Suh**
*Visiting Professor, Dept. of Operations, Decisions and Information, Yonsei School of Business, Korea.
**Corresponding author, Professor, Graduate School of Business, Dankook University, Korea.
Tel: +82-31-8005-3981,
August 16, 2017. September 7, 2017. September 15, 2017.


Purpose – The main feature of this study is understanding of the vendor’s opportunism on the collaboration context between buyer and vendor from the buyer’s viewpoint with resource dependence theory. A number of studies on opportunism have focused on opportunistic definitions and its theoretical studies. Other researches emphasize the importance of governance in ways that reduce opportunism. We think that this research could be filled with the lack of previous studies.
Research design, data, and methodology – In order to accomplish research purpose, four hypotheses have been established based on the framework of resource dependence theory and previous studies. And we have used 599 survey data jointly collected by Korea Productivity Center and the Ministry of Trade, Industry and Energy. To verify these hypothesis, we have conducted multiple regression analysis with SPSS 23.0.
Results – The vendor 's opportunism decreases as mutual trust with buyer becomes higher. However, as the degree of dependence of buyers on vendor resources increases, vendor’s opportunism increases. And monitoring vendor's capacity has a moderating effect with buyer resource dependency to vendor's opportunism.
Conclusions – This study suggest there are two options to decrease vendor's opportunism. Increasing mutual trust or decrease dependence on vendor's resources. Also, monitoring suppler's capacity could be effective when vendor's resource dependence is high.

JEL Classification: C83, D30, L11, R12.





    1. Aiken, L. S., & West, S. G. (1991). Multiple Regression: Testing and Interpreting Interactions. Thousand Oaks, CA: Sage.
    2. Blau, P. M. (1964). Exchange and power in social life. New York: Wiley.
    3. Brown, J. R., Dev, C. S., & Lee, D. J. (2000). Managing marketing channel opportunism: the efficacy of alternative governance mechanisms. Journal of Marketing, 64(2), 51-65.
    4. Benton, W. C., & Maloni, M. (2005). The influence of power driven buyer/seller relationships on supply chain satisfaction. Journal of Operations Management, 23(1), 1-22.
    5. Cox, A. (2001). Understanding buyer and supplier power: A framework for procurement and supply competence. Journal of Supply Chain Management, 37(1), 8-15.
    6. Crosno, J. L., & Dahlstrom, R. (2008). A meta-analytic review of opportunism in exchange relationships. Journal of the Academy of Marketing Science, 36(2), 191-201.
    7. Das, T. K., & Rahman, N. (2010). Determinants of partner opportunism in strategic alliances: A conceptual framework. Journal of Business and Psychology, 25(1), 55-74.
    8. Dyer, J. H. (2000). Collaborative advantage: Winning through extended enterprise supplier networks. Oxford: Oxford University Press.
    9. Dyer, J. H., & Singh, H. (1998). The relational view: Cooperative strategy and sources of interorganizational competitive advantage. Academy of management review, 23(4), 660-679.
    10. Deeds, D. L., & Hill, C. W. (1999). An examination of opportunistic action within research alliances: Evidence from the biotechnology industry. Journal of Business Venturing, 14(2), 141-163.
    11. Dubois, A., Hulthén, K., & Pedersen, A. C. (2004). Supply chains and interdependence: A theoretical analysis .Journal of Purchasing and Supply management, 10(1), 3-9.
    12. Eisenhardt, K. M., & Schoonhoven, C. B. (1996). Resource-based view of strategic alliance formation: Strategic and social effects in entrepreneurial firms. Organization Science, 7(2), 136-150.
    13. Ellram, L. M., Tate, W. L., & Billington, C. (2008). Offshore outsourcing of professional services: A transaction cost economics perspective. Journal of Operations Management, 26(2), 148-163.
    14. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(3), 39-50.
    15. Grant, R. M., & Baden-Fuller, C. (2004). A knowledge accessing theory of strategic alliances. Journal of management studies, 41(1), 61-84.
    16. Griesinger, D. W. (1990). The human side of economic organization. Academy of Management Review, 15(3), 478-499.
    17. Grover, V., & Malhotra, M. K. (2003). Transaction cost framework in operations and supply chain management research: theory and measurement. Journal of Operations management, 21(4), 457-473.
    18. Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C.(2010). Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
    19. Hardy, K. G., & Magrath, A. J. (1989). Dealing with cheating indistribution. European Journal of Marketing, 23(2), 123-129.
    20. Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of service research, 3(4), 331-344.
    21. Heide, J. B. (1994). Inter organizational governance in marketing channels. Journal of Marketing, 58(1), 71-85.
    22. Heide, J. B., & John, G. (1990). Alliances in industrial purchasing: The determinants of joint action in buyer-supplier relationships. Journal of marketing Research, 27(1), 24-36.
    23. Heide, J. B., & John, G. (1992). Do norms matter in marketing relationships?. Journal of Marketing, 56(2), 32-44.
    24. Heide, J. B., Wathne, K. H., & Rokkan, A. I. (2007). Interfirm monitoring, social contracts, and relationship outcomes. Journal of Marketing Research, 44(3), 425-433.
    25. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295.
    26. Ho, C. F. (1996). A contingency theoretical model of manufacturing strategy. International Journal of Operations & Production Management, 16(5), 74-98.
    27. Hong, S. J., & Park, J. C. (2016) The Role of CSR Activities as a Control Mechanism on Conflict and Opportunism of Channel Partners in B2B Transaction. Journal of Korean Marketing Association, 31(11), 87-108.
    28. Jap, S. D., & Anderson, E. (2003). Safeguarding interorganizational performance and continuity under expost opportunism. Management Science, 49(12), 1684-1701
    29. .Jaworski, B. J., Stathakopoulos, V., & Krishnan, H. S. (1993). Control combination in marketing: Conceptual framework and empirical evidence. Journal of Marketing, 57(1), 57-69.
    30. Kakouris, A. P., Polychronopoulos, G., & Binioris, S., (2006).Outsourcing Decisions and the Purchasing Process: A System-Oriented Approach. Marketing Intelligence and Planning, 24(7), 708-729.Kanter, R. M. (1994). Collaborative advantage. Harvard business review, 72(4), 96-108.
    31. Kang, B., & Jindal, R. P. (2015). Opportunism in buyer–seller relationships: Some unexplored antecedents. Journal of Business Research, 68(3), 735-742.
    32. Kim, J. J., Eom, T. K., Kim, S. W., & Youn, M. K. (2015). Effects of Ethical Management on Job Satisfaction and Turnover in the South Korean Service Industry. International Journal of Industrial Distribution &Business, 6(1), 17-26.
    33. Kim, J. J., & Youn, M. K. (2015). Correlation Analysis of Self-employment of Retirees Using Demographic Characteristics of Retail Establishment, International Journal of Industrial Distribution & Business, 6(4),17-22.
    34. Kim, S. H. (2014). Governance Mechanisms and Opportunismin Inter-firm Relational Exchanges. Journal of Distribution Science, 12(1), 5-12
    35. Kim, T. R., & Song, J. G. (2013). The Effect of Asset Specificity, Information Sharing, and a Collaborative Environment on Supply Chain Management(SCM): An Integrated SCM Performance Formation Model. Journal of Distribution Science, 11(4), 51-60.
    36. Koufteros, X. A., Cheng, T. C. E., & Lai, K. (2007). Black-box and gray-box supplier integration in product development: Antecedents, consequences and the moderating role of firm size. Journal of Operations Management, 25(4), 847-870.
    37. Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. (1995). The effects of supplier fairness on vulnerable resellers. Journal of marketing research, 32(1), 54-65.
    38. Lee, B. K., Oh, S. J., & Kim, S. D. (2014). The Effects of Goal Incongruity between Franchisor and Franchisee on Regulatory Focus, Performance, and Opportunism of Franchisee, Journal of Distribution Science, 12(2), 39-47
    39. Liu, C., Li, Q., & Zhao, X. (2009). Challenges and opportunities in collaborative business process management: Overview of recent advances and introduction to the special issue. Information Systems Frontiers, 11(3), 201-209.
    40. Lusch, R. F., & Brown, J. R. (1996). Interdependency, contracting, and relational behavior in marketing channels. The Journal of Marketing, 60(4), 19-38.
    41. Morgan, N. A., Kaleka, A., & Gooner, R. A. (2007). Focalsupplier opportunism in supermarket retailer category management. Journal of Operations Management, 25(2), 512-527.
    42. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 58(3), 20-38.
    43. Pfeffer, J., & Salancik, G. R. (2003). The external control of organizations: A resource dependence perspective. Stanford, CA: Stanford University Press. Provan, K. G. (1982). Interorganizational linkages and influence over decision making. Academy of Management Journal, 25(2), 443-451.
    44. Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879.
    45. Rindfleisch, A., & Heide, J. B. (1997). Transaction cost analysis: Past, present, and future applications. Journal of Marketing, 61(4), 30-54.
    46. Rokkan, A. I., Heide, J. B., & Wathne, K. H. (2003). Specific investments in marketing relationships: Expropriation and bonding effects. Journal of Marketing Research, 40(2), 210-224.
    47. Seabright, M. A., Levinthal, D. A., & Fichman, M. (1992). Roleof individual attachments in the dissolution of interorganizational relationships. Academy of Management Journal, 35(1), 122-160.
    48. Skinner, S. J., & Guiltinan, J. P. (1986). Extra-networklinkages, dependence, and power. Social Forces, 64(3), 702-713.
    49. Stump, R. L., & Heide, J. B. (1996). Controlling supplier opportunism in industrial relationships. Journal of Marketing Research, 33(4), 431-441.
    50. Tangpong, C., Hung, K. T., & Ro, Y. K. (2010). The interaction effect of relational norms and agent cooperativeness on opportunism in buyer–supplier relationships. Journal of Operations Management, 28(5), 398-414.
    51. Verbeke, A., & Greidanus, N. S. (2009). The end of the opportunism vs trust debate: Bounded reliability as anew envelope concept in research on MNE governance. Journal of International Business Studies, 40(9), 1471-1495.
    52. Villena, V. H., Revilla, E., & Choi, T. (2011). The dark side of buyer-supplier relationships: A social capital perspective. Journal of Operations Management, 29,561-576
    53. Wathne, K. H., & Heide, J. B. (2000). Opportunism in interfirm relationships: Forms, outcomes, and solutions. Journal of marketing, 64(4), 36-51.
    54. Wernerfelt, B., & Karnani, A. (1987). Competitive strategy under uncertainty. Strategic Management Journal, 8(2), 187-194.
    55. Williamson, O. E. (1975). Markets and hierarchies. New York, NY: The Free Press.
    56. Williamson, O. E. (1985). The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting. New York, NY: The Free Press.