| As the market competition intensifies and the buyer's market begins to grow, the role of dealers and manufacturers has changed. Manufacturers have more right to speak in the previous economic system of marketing channels, but right now the dealers begin to be more and more powerful because the dealers are closer to customers than the manufacturers and they have obtained more important resources of consumption and market information. And manufacturers play a disadvantage role when they deal with the dealers gradually. At this point manufacturers are more inclined to use the opportunistic behavior to make up for loss of profits. And what should dealers do if they want to protect their profits and stop the manufacturer's opportunistic behavior when the environment is complex and changed. As we all know, the governance mechanisms to channel opportunism are rich, and as two kinds of effective governance mechanisms, explicitly contract and partner selection have been widely adopted by dealers. So in this paper, the author choose the variables of environmental uncertainty, explicitly contract, partner selection and several other factors in order to analysis the effect when dealers use the explicitly contract and closer partner selection to deal with the manufacturer's opportunistic behavior under the environmental uncertainty's regulations. At the same time, the author also explored the relationship between the two governance mechanisms, as well as the combined treatment effects. By presenting hypothetical and building models, this paper do empirical test to the relationship between these variables, and in the end the author find that the dealers should be cautious if they want to enjoy a wonderful relationship, they should choose one governance mechanisms as the main mechanisms, explicitly contract or partner selection, because the two mechanisms are substitutes rather than complement each other, so this research is positive in both theoretical and practical work. |
PDF Full Text Request