Toward an agent-system contingency theory for behavioral supply chain and industrial marketing research

Abstract

In this study, we develop an agent-system contingency theory as a general multi-level theory of managerial decisions in the supply chain and industrial marketing (SCIM) context. The proposed theory rests on two basic assumptions: agent decision authority and bounded rationality, and postulates that agent-level properties (i.e., relevant personality traits of human agents in SCIM) and system-level properties (i.e., inter-firm and/or intra-firm properties) can concurrently and interactively influence managerial decisions and actions in SCIM. We then propose the synergistic use of experiment and survey as a methodological framework to facilitate the empirical efforts in behavioral SCIM research oriented by the agent-system contingency theory. We also provide empirical illustrations regarding how the agent-system contingency theory and the accompanied methodological framework can be applied to behavioral SCIM research inquiries, using two studies in the decision contexts of opportunism and vertical integration. Combining the proposed multi-level theoretical and methodological approaches, this study offers scholars a platform on which they can systematically advance their behavioral SCIM research agenda in the future.