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( Sungmin Ryu ),( Ken Hung ),( Jafar Mana ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1
One concern expressed by manufacturers in relation to their suppliers is the protection of their interest in the event of a breach of benevolence. As the supplier is not under the direct control of the manufacturer, benevolence is a characteristic of the manufacturer’s vulnerability. In this paper we examined certain types of interfirm control mechanisms (i.e., vertical control or the norm of flexibility) that a manufacturer is more likely to rely on to reduce risk. Empirical results based on 137 manufacturers indicate that manufacturers attempt to reduce risk by depending on vertical control, the norm of flexibility or the simultaneous use of both as control mechanisms.