When and How Does Supplier Opportunism Matter for Small Retailers' Channel Relationships with the Suppliers

This study examines the moderating influences of power-dependence structure and environmental volatility on the relationships between supplier opportunism and its outcomes. Data were collected from 102 small retailers using a mail survey. The results of multiple regressions indicate that supplier opportunism decreases small retailer credibility/benevolence and long-term orientation. Further, the findings show that the lower the small retailer dependence, the stronger the negative influences of supplier opportunism on small retailer long-term orientation. Finally, the lower the environmental volatility, the stronger the negative influences of supplier opportunism on small retailer credibility/benevolence and its long-term orientation. Marketing implications and recommendations are provided.