... the theoretical lenses of governance value analysis and transaction cost economics, this study theorizes that a supplier’s tolerance of its reseller’s opportunistic behaviors should depend on transaction benefit factors (e.g. new product creativity and marketing program creativity) and transaction cost factors...

...Jing-Wen Huang In this empirical study, a questionnaire approach is used to collect data, and moderated structural equation modeling is used to test the hypotheses. The findings indicate that new product creativity has a positive influence on alliance ambidexterity, whereas causal...