從交易成本與代理理論探討醫藥行銷通路－以行為規範與控制機制為調節變數

A Study on Pharmaceutic Distribution Channel from Transaction Cost and Agent Theory Perspectives-Using for Moderators of Behavior Norms and Control Mechanisms

10.6656/MR.2002.21.3.CHI.1

方世杰(Shih-Chieh Fang)；方世榮(Shyh-Rong Fang)

交易成本理論 ； 代理理論 ； 組織間關係 ； 行為規範 ； 控制機制 ； Transaction cost theory ； Agent theory ； Interorganizational relationships ； Behavior norm ； control mechanism

管理評論

21卷3期（2002 / 01 / 01）

1 - 24

繁體中文

自從政府開辦全民健保，以及開放國外醫藥產品之進口後，國內製藥業者面臨著空前未有的挑戰。從行銷通路挑戰之觀點來看，製藥業者首須面對的是國內三類機構買者之壓力，包括醫院、診所及藥局。在競爭激烈的市場中，誰能掌握通路，將決定誰是市場的贏家。這對醫藥市場而言亦是千真萬確的；因此，製藥業者重新思考及定位其與機構買者間之關係，確實是一個頗具意義，並且是相當重要的一個課題。 本研究旨在從機構買者之觀點探討醫藥市場第一層通路之組織間關係的問題，在理論架構的建立方面，本研究主要依據目前研究組織間關係的二大主流理論－交易成本理論與代理理論，建立一個「製藥業者－機構買者」之組織間關係管理的觀念性研究架構。首先，從交易成本與代理理論之相關文獻，本研究彙整歸納出資訊不對稱、投機主義、目標不一致、風險認知差距等，作為製藥業者與機構買者在互動過程中所衍生出來的交易成本與代理成本之主要因素。其次，本研究亦根據通路管理之相關文獻，彙整出信任、承諾、正式控制機制、組織間協調，以及衝突之化解等組織間關係的行為規範；這些行為規範有助於交易成本與代理成本之降低，故對「製藥業者－機構買者」之組織間互動關係的績效應有正面之影響。 在實証研究方面，本研究採問卷調查方式，以國內醫院、診所及藥房為研究對象。本研究實証結果顯示，交易成本理論與代理理論確實可解釋國內製藥業者與機構買者間之互動關係。此一實證結果除了有其組織理論應用在行銷通路研究之學術意涵外，對於實務界之運作亦提供了管理意涵。

Recently, the pharmaceutic industry's distributional channel is changing rapidly. The mainly factors such as pharmaceutic regulations changed. The foreignal pharmaceutic firms, and the pharmaceutic technology changed, and so on. Under these challenge, the domestic pharmaceutic firm had to think their interorganizational relationships (IORs) with institutional buyer-Hospital, General Practioner, and Drugstore. How to leverage the interorganizational relationship had become the most important topic. About this topic, few literature try to answer a series of questions including the determinants of IORs. The cost/benefit of managing IORs, and the performance. This study want to explore the nature of IORs between pharmaceutic manufactures and institutional buyers. Baed on transaction cost theory and agency theory, we develop an conceptual framework, which composed of the transaction cost and agency cost. The interorganizational behavioral norms and the institutional buyer's performance. Refer to the empirical study, we want to design questionnaires and send to the institutional buyer. Next, through the multivariate statistic methods, we will propose some meaningful conclusion. And finally, we also draw some suggestions and implications for the academic research and pharmaceutic firms.

1. Anderson, E.,Weitz, B. A.(1992).The Use of Pledges to Build and Sustain Commitment in Distribution Channels.Journal of Marketing Research,29(1)
2. Anderson, J. C.,Narus, J. A.(1990).A Model of Distributor Firm and Manufacturer Firm Working Partnerships.Journal of Marketing,54(1)
3. Bergen, M.,Dutta, S.,Walker, Jr. O. C.(1992).Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories.Journal of Marketing,56
4. Boerkamp, E. J. C.,Reuijl, J. C.,Haaijer-Ruskamp, F. M.(1997).The Pharmacist As a Drug Information Supplier in Hospital: A View From Services Marketing.Journal of Business Research,40
5. Cannon, J. P.,Perreault, Jr. W. D.(1999).Buyer-Seller Relationships in Business Markets.Journal of Marketing Research,36(4)
6. Carman, J. M.(1980).Research in Marketing, 3.Greenwich, CT:JAI Press.
7. Celly, K. S.,Frazier, G. L.(1996).Outcome-Based and Behavior-Based Coordination Efforts in Channel Relationships.Journal of Marketing Research,33
8. Combs, J. G.,Ketchen, Jr. D. J.(1997).Toward a Synthesis of the Resource-Based View and Organizational Economics in the Context of Grand Strategies.Journal of Business Strategies,14(2)
9. Dahlman, C. J.(1979).The Problem of Externality.The Journal of Law and Economics,22(1)
10. Dahlstrom, R.,McNeilly, K. M.,Speh, T. W.(1996).Buyer-Seller Relationships in the Procurement of Logistical Services.Journal of the Academy of Marketing Science,24(2)
11. Dahlstrom, R.,Nygaard, A.(1999).An Empirical Investigation of Ex Post Transaction Costs in Franchised Distribution Channels.Journal of Marketing Research,36
12. Doney, P. M.,Cannon, J. P.(1997).An Examination of the Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61(2)
13. Douma, S.,Schreuder, H.(1992).Economic Approaches to Organizations.New York:Prentice Hall.
14. Dyer, J. H.(1996).Does Governance Matter? Keiretsu Alliances and Asset Specificity as Sources of Japanese Competitive Advantage.Organization Science,7(6)
15. Dyer, J. H.(1997).Effective Interfirm Collaboration: How Firms Minimize Transaction Costs and Maximize Transaction Value.Strategic Management Journal,18(7)
16. Dywer, F. R.,Schurr, P. H.,Oh, S.(1987).Developing buyer-seller relationship.Journal of Marketing,51
17. Eisenhardt, K. M.(1985).Control: Organizational and Economic Approaches.Management Science,31(2)
18. Eisenhardt, K. M.(1989).Agency Theory: An Assessment and Review.Academy of Management Review,14(1)
19. Fama, E. F.(1980).Agency Problems and The Theory of The Firm.Journal of Political Economy,88(2)
20. Garbarino, E.,Johnson, M. S.(1999).The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships.Journal of Marketing,63(2)
21. Heide, J. B.(1994).Interorganizational Governance in Marketing Channels.Journal of Marketing,58(1)
22. Heide, J. B.,John, G.(1990).Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships.Journal of Marketing Research,27
23. Heide, J. B.,Mishra, D. P.,Cort, S. G.(1998).Information Asymmetry and Levels of Agency Relationships.Journal of Marketing Research,35
24. Hennart, J. F.(1993).Explaining the Swollen Middle: Why Most Transactions Are a Mix of Market and Hierarchy.Organization Science,4(4)
25. Inkpen, A. C.,Beamish, P. W.(1997).Knowledge, Bargaining Power, and the Instability of International Joint Ventures.Academy of Management Review,22(1)
26. Jap, S. D.(1999).Pie-Expansion Efforts: Collaboration Processes in Buyer-Supplier Relationships.Journal of Marketing Research,36
27. Jensen, M. C.,Meckling, W. H.(1976).Theory of the Firm: Managerial Behavior, Agency Costs and Ownership Structure.Journal of Financial Economics,3(4)
28. Joshi, A. W.,Stump, R. L.(1999).The Contingent Effect of Specific Asset Investments on Joint Action in Manufacturing-Supplier Relationships: A Empirical Test of the Moderating Role of Reciprocal West Investments, Uncertainty and Trust.Journal of the Academy of Marketing Science,27(3)
29. Kane, E. J.(1994).Three Paradigms for The Role of Capitalization Requirements in Insured Financial Institutions.Journal of Banking and Finance,19(3)
30. Kennelly, S. J.(1997).A Structural Analysis of Interorganizational Relations in the Health Services Industry.
31. Kumar, N.(1996).The Power of Trust in Manufacturer-Retailer Relationships.Harvard Business Review
32. Kumar, N.,Stern, L. W.,Achrol, R. S.(1992).Assessing Reseller Performance from the Perspective of the Supplier.Journal of Marketing Research,29
33. Lassar, W. M.,Kerr, J. L.(1996).Strategy and Control in Supplier-Distributor Relationships: An Agency Perspective.Strategic Management Journal,17
34. Mayer, R. C.,Davis, J. H.,Schoorman, F. D.(1995).An Integrative Model of Organizational Trust.Academy of Management Review,20(3)
35. Mohr, J. J.,Fisher, R. J.,Nevin, J. R.(1996).Collaborative Communication in Interfirm Relationships: Moderating Effects of Integration and Control.Journal of Marketing,60(3)
36. Mohr, J.,Spekman, R.(1994).Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques.Strategic Management Journal,15(2)
37. Moorman, C.,Deshpande, R.,Zaltman, G.(1993).Factors Affecting Trust in Market Research Relationships.Journal of Marketing,57(1)
38. Morgan, R. M.,Hunt, S. D.(1994).The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,58(3)
39. Ring, P. S.,Van de Ven, A. H.(1992).Structuring Cooperative Relationships between Organizations.Strategic Management Journal,13(7)
40. Ross, S. A.(1973).The Economic Theory of Agency: The Principal's Problem.American Economic Review,63(2)
41. Rousseau, D. M.,Sitkin, S. B.,Burt, R. S.,Camerer, C.(1998).Not So Different After All: A Cross-Discipline View of Trust.Academy of Management Review,23(3)
42. Stern, L. W.,El-Ansary, A. I.(1992).Marketing Channels.Englewood Cliffs, N. J.:Prentice-Hall, Inc..
43. Stern, L. W.,El-Ansary, A. I.,Coughlan, A. T.(1996).Marketing Channels.Englewood Cliffs, NJ:Prentice Hall, Inc..
44. Stump, R. L.,Heide, J. B.(1996).Controlling Supplier Opportunism in Industrial Relationships.Journal of Marketing Research,33
45. Van de Ven, A. H.,Delbecq, A. L.,Koenig, Jr. R.(1976).Determinants of Coordination Modes Within Organizations.American Sociological Review,41(2)
46. Williamson, O. E.(1975).Markets and Hierarchies: Analysis and Antitrust Implications: A Study in the Economics of Internal Organization.New York:The Free Press.
47. Williamson, O. E.,Ouchi, W. G.(1981).Perspectives on Organization Design and Behavior.New York:John Wiley and Sons, Inc..
48. 方世杰 Fang, Shu-Jie、蕭元哲 Hsiao, Luke、林麗娟 Lin, Li-Chuan(1999)。第三屆兩岸中華文化與企業管理學術研討會。中國上海:
49. 曾義明 Tseng, Yi-Ming(1994)。關係式行銷通路組織間控制系統組合之研究－以特許經營組織為對象。國立台灣大學商學研究所。
50. 黃思明 Hwang, Sy-Ming(1997)。應用軟體的行銷通路－交易成本與代理理論觀點。台北:東華書局。

1. 陳恒毅、王建順(2016)。探討通路商合作關係下通路衝突的研究。危機管理學刊，13(1)，69-78。
2. 許文彥、邵淑君、林庭宇(2014)。銷售通路與業務品質—個人健康險損失情形之實證研究。經濟論文，42(2)，197-233。
3. 黃啟晉(2014)。論代理理論與對學校組織的衍生問題與解決途徑。學校行政，94，123-141。
4. 嚴奇峰,簡震宇,李雨師(2021)。連鎖加盟策略之初探：內部加盟或外部加盟？。中原企管評論，19(1)，1-18。
5. 楊宜興、阮旺殷、王健航(2015)。從交易成本理論探討能源管理服務需求之研究：以臺灣製造業為例。科技管理學刊，20(1)，29-54。
6. (2004)。從共同代理觀點檢視知識分享行爲—以多層次傳銷組織爲例。商管科技季刊，5(4)，457-475。
7. (2023)。餐飲加盟投機行為關鍵線索之研究。產業與管理論壇，25(3)，4-31。