Contract Enforcement and Marketing Relationship Management: Effects of Digital and ICT Transformations
Keywords:
Contract enforcement, IT-enabled interactions, Opportunism, Channel cooperative performance, Marketing channelsAbstract
The development of the digital era makes transactions easier and more
transparent, making it necessary to build new management for creating cooperation
contracts between companies. This study aims to operationalise contract enforcement
functions and confirm their impacts on improving inter-company relations. This research
offers a new perspective on contract management and opportunism in business-tobusiness
e-procurement through the marketplace. Transparency in online procurement
would provide a view of the contingency of information technology (IT)-enabled
interactions of the buyers’ contract enforcement relationships on the opportunistic
behaviours which will affect the marketing channel performance. From analysing
the data collected from 97 producers, this study finds that contract enforcement has
negative effects on opportunistic behaviour. Second, opportunistic behaviour also has
negative effects on channel cooperative performance. Meanwhile, IT-enabled interactions
moderate the effects of contract enforcement on opportunistic behaviour. Overall, contract
enforcement and IT-enabled interactions improve channel cooperative performance
because they can suppress opportunistic behaviour. This research enriches and adds
insight into the pieces of literature on contract management by operationalising contract
enforcement and IT-enabled interactions toward channel cooperative performance with
digital platforms.
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