To clarify the nature of the effect of collaborative communication on marketing performance, this study draws on the opportunism theory in order to develop a conceptual framework for investigating how a marketer’s opportunism moderates the relationship between collaborative communication and marketing performance. Empirical findings indicate that a marketer’s opportunism negatively moderates the relationship between collaborative communication and customer cooperation performance, whereas it positively moderates the relationship between collaborative communication and financial performance.

• Byeong-Joon Moon(Kyung Hee University)