Effect of Bilateral Controls on Opportunism: The Mediating Role of Commitment

Scholars have conducted extensive research on channel control, which includesboth unilateral and bilateral controls. Researchers have mainly focused on the impact of unilateral controls, whereas bilateral controls have been given little attention. As an important classification of channel control, b...

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Veröffentlicht in:	Journal of business-to-business marketing 2023-04, Vol.30 (2), p.201-214
Hauptverfasser:	Pang, Fanglan, Yang, Qian, Wei, Ruifeng
Format:	Artikel
Sprache:	eng
Schlagworte:	Bilateral controls Bilateral enforcement Bilateral incentives Bilateral monitoring Business-to-business marketing Enforcement
Online-Zugang:	Volltext
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