programmed research of this type truly represent win-win propositions. The physicians (customers) get products that more closely match their desires and the company performs better through increased...

programmed research of this type truly represent win-win propositions. The physicians (customers) get products that more closely match their desires and the company performs better through increased sales. Modern technology enhances firms’ ability to be opportunistic in their relationships in a good way. Sources: Crosno, J. L. and R. Dahlstrom, “A Meta-Analystic Review of Opportunism in Exchange Relationships,” Journal of the Academy