The dilemma of relational embeddedness: mediating roles of influence strategies in managing marketing channel opportunism

Abstract

Purpose The purpose of this study is to develop a better understanding of how relational embeddedness offers marketing channel partners both benefits and hazards. The nonlinear effect of relational embeddedness on channel opportunism is investigated. Influence strategies (i.e. coercive and noncoercive influence) are also examined as mediators of this nonlinear effect. Design/methodology/approach Survey data are gathered from a sample of 149 manufacturers in China. The hypotheses are tested through regression analysis. Findings The results support the hypothesis that relational embeddedness has a U-shaped effect on opportunism, and that this relationship can be mediated through noncoercive influence strategies. The results also indicate that coercive influence has an inverted U-shaped effect and noncoercive influence has a U-shaped effect on opportunism. Research limitations/implications This research serves as a launching point for further investigations into the “black box” of the double-edged effects of relational embeddedness. Other channel behavior constructs can be explored in future studies. Practical implications Firms should be aware of the benefits and pitfalls associated with relational embeddedness in marketing channels. They should be alert to using influence strategies when managing channel opportunism. Originality/value This study addresses the dilemma of embeddedness in marketing channel relationships and reveals its causes and mechanisms by exploring the mediating effects of influence strategies.

Combining transaction characteristics and governance mechanisms to suppress opportunism in construction projects: qualitative comparative analysis

“…For example, formal control inhibits opportunism (Wei et al. , 2022), while Zhou et al. (2021) have found that formal control has an inverted U-shaped effect on opportunism.…”

“…Most relevant research on opportunism studies the role of independent antecedents on opportunism (Feng et al, 2020). For example, formal control inhibits opportunism (Wei et al, 2022), while Zhou et al (2021) have found that formal control has an inverted U-shaped effect on opportunism. The results of this study can explain the contradictory conclusions of existing studies, which may be due to the neglect of correlations among multiple antecedents.…”

Opportunism in an emerging market – franchisee perspective

“…For example, our findings align with Sheng et al (2018), who find that both contractual and relational governance is essential to reduce opportunism in China. Interestingly, Zhou et al (2021) found a U-shaped association between relational embeddedness and opportunism in Chinese B2B relationships, i.e. relational mechanisms are instrumental in addressing opportunism.…”

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“…Moreover, Zhang et al (2019) demonstrated a lack of impact of servitization on performance. Using data from 143 servitized Chinese manufacturers, Zhou et al (2020) investigated how a manufacturer's service supply network moderates the effect of performance on servitization. Their findings suggested that servitization has a U-shaped relationship with a manufacturer's financial performance.…”