Abstract
While it is seldom spoken about openly, opportunism always prevails in client–agency relationships and could lead to their demise. This study directs attention to client–agency opportunism by describing how it happens and ends with a discussion on how today’s client–agency dynamics can be improved.
Original language | English |
---|---|
Peer-reviewed scientific journal | International Journal of Advertising |
Volume | 38 |
Issue number | 8 |
Pages (from-to) | 1303-1312 |
ISSN | 0265-0487 |
DOIs | |
Publication status | Published - 2019 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- client-agency relationships
- opportunistic behavior
- adverse selection
- moral hazard