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August 19, 2026European Journal of Marketing

Managing contract ambiguity to cope with interfirm conflict

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Authors

DZDanyang ZhaoMWMeng WangFGFlora F. Gu

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Overview

Empirical study reveals distinct effects of conflict intensity and frequency on contract ambiguity across 207 interfirm relationships, highlighting how formal and informal governance shape...

Key Points

  • To determine how conflict intensity versus frequency drives the use of contract ambiguity as an adjustment tactic and examine its subsequent effect on relationship satisfaction under varying governance conditions.
  • Analyzed empirical survey data collected from N=207 interfirm relationships.
  • Tested theoretical models using structural equation modeling and hierarchical moderated regressions alongside four supplementary robustness analyses.
  • Higher conflict intensity is associated with increased contract ambiguity, whereas higher conflict frequency leads to decreased ambiguity.
  • High conflict frequency offsets the ambiguity-inducing effect of intense conflict to drive an overall reduction in contract ambiguity, with relationship importance moderating this link.
  • The influence of post-adjustment contract ambiguity on relationship satisfaction is moderated by external legal development and partner social engagement.

Cite This Study

Zhao et al. (2026) studied this question.

synapsesocial.com/papers/6a85639d03308d306e2d6de5https://doi.org/10.1108/ejm-10-2024-0861
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