It is far from every day that Norwegian researchers achieve the feat of getting into print in the Journal of Marketing, which is reckoned to be the foremost and most prestigious publication for the study of marketing.
BI professor Kenneth H. Wathne has not only managed to pass through the eye of the needle, he has also won a highly esteemed research prize, the 2008 Louis W. Stern Award, which is given for an outstanding article which has had a great impact in the research literature on marketing and distribution channels.
The articles under consideration by the jury must have been published in an international professional journal at least three years and maximum of eight years ago. The prize will be awarded during the American Marketing Association Winter Conference, which will be held on 15-17 February 2008 in Austin, Texas.
Wathne has won the 2008 Louis W. Stern Award for an article he published together with Jan B. Heide in the Journal of Marketing in October 2000, which looks at opportunistic behaviour in inter-firm relationships.
Active and passive opportunism
In this article, the authors present a totally new analysis of what opportunistic behaviour is, being one of the most widespread concepts in research into collaborative relationships in business. Companies are driven by economic self-interest, and may therefore behave opportunistically in relation to one another.
Kenneth H. Wathne and Jan B. Heide from the University of Wisconsin-Madison identify two main types of opportunistic behaviour: passive and active.
An example of passive opportunism is a situation in which a franchise dealer fails to comply with the franchise giver’s quality requirements (for example, with regard to hygiene) in order to save money.
Active opportunism may manifest itself as a dealer breaking a distribution contract which forbids him from selling in a particular geographical area.
Active or passive opportunism may take different forms depending on whether the opportunism occurs under new or existing circumstances.
Strategies to counteract opportunism
Wathne and Heide use two dimensions (active/passive and new/existing circumstances) to describe four different types of opportunistic behaviour.
The researchers take this as the starting point for developing four different strategies that companies can use to control active and passive opportunistic behaviour in relation to the partners with whom they collaborate.
“However in some cases,” maintains Wathne, “it can be more effective for companies working together to tolerate a certain amount of opportunism rather than try to eliminate it completely.”
In giving the reasons for its decision, the jury considering the candidates for the 2008 Louis W. Stern Award said that they had been impressed by the originality of the work and by the great influence it had had on the literature on collaborating relationships between companies.
The jury maintained that the article had forced both researchers and practitioners to rethink completely what opportunism is. They also emphasised that Wathne and Heide gave clear illustrations of how opportunism occurs, as well as making various suggestions on how to deal with the different types that may be encountered.
The prize jury consisted of Shankar Ganesan from the University of Arizona, Yunchuan Frank Liu from the University of Illinois at Urbana-Champaign, and Aric Rindfleisch from the University of Wisconsin-Madison.
Audun Farbrot | alfa
Innovation Award of the United Nations Environment Programme for PhD Student from ZMT
22.03.2018 | Leibniz-Zentrum für Marine Tropenforschung (ZMT)
ERC Project set to boost application of adhesive structures
19.03.2018 | INM - Leibniz-Institut für Neue Materialien gGmbH
An international team of researchers has discovered a new anti-cancer protein. The protein, called LHPP, prevents the uncontrolled proliferation of cancer cells in the liver. The researchers led by Prof. Michael N. Hall from the Biozentrum, University of Basel, report in “Nature” that LHPP can also serve as a biomarker for the diagnosis and prognosis of liver cancer.
The incidence of liver cancer, also known as hepatocellular carcinoma, is steadily increasing. In the last twenty years, the number of cases has almost doubled...
In just a few weeks from now, the Chinese space station Tiangong-1 will re-enter the Earth's atmosphere where it will to a large extent burn up. It is possible that some debris will reach the Earth's surface. Tiangong-1 is orbiting the Earth uncontrolled at a speed of approx. 29,000 km/h.Currently the prognosis relating to the time of impact currently lies within a window of several days. The scientists at Fraunhofer FHR have already been monitoring Tiangong-1 for a number of weeks with their TIRA system, one of the most powerful space observation radars in the world, with a view to supporting the German Space Situational Awareness Center and the ESA with their re-entry forecasts.
Following the loss of radio contact with Tiangong-1 in 2016 and due to the low orbital height, it is now inevitable that the Chinese space station will...
Fraunhofer Institute for Organic Electronics, Electron Beam and Plasma Technology FEP, provider of research and development services for OLED lighting solutions, announces the founding of the “OLED Licht Forum” and presents latest OLED design and lighting solutions during light+building, from March 18th – 23rd, 2018 in Frankfurt a.M./Germany, at booth no. F91 in Hall 4.0.
They are united in their passion for OLED (organic light emitting diodes) lighting with all of its unique facets and application possibilities. Thus experts in...
A new scenario seeking to explain how Mars' putative oceans came and went over the last 4 billion years implies that the oceans formed several hundred million...
For the first time, an interdisciplinary team from the University of Basel has succeeded in integrating artificial organelles into the cells of live zebrafish embryos. This innovative approach using artificial organelles as cellular implants offers new potential in treating a range of diseases, as the authors report in an article published in Nature Communications.
In the cells of higher organisms, organelles such as the nucleus or mitochondria perform a range of complex functions necessary for life. In the networks of...
19.03.2018 | Event News
16.03.2018 | Event News
13.03.2018 | Event News
22.03.2018 | Trade Fair News
22.03.2018 | Earth Sciences
22.03.2018 | Earth Sciences