题名

行銷通路成員之夥伴關係長期導向與組織間績效之研究

并列篇名

Long-Term Oriented Partnership among Marketing Channel Members and Inter-Organizational Performance

DOI

10.6656/MR.2003.22.2.CHI.55

作者

黃識銘(Shyh-Ming Huang)；方世榮(Shyh-Rong Fang)

关键词

組織間互信 ； 組織間互賴 ； 組織間績效 ； 夥伴關係長期導向 ； inter-organizational mutual trust ； inter-organizational mutual trust ； inter-organizational performance ； long-term orientation for partnership

期刊名称

管理評論

卷期/出版年月

22卷2期（2003 / 04 / 01）

页次

55 - 85

内容语文

繁體中文
中文摘要

由於市場的高度競爭與環境的快速變化，夥伴關係已成為行銷致勝關鍵。企業應建構有價值的夥伴關係，使成為持久性的競爭優勢。本研究主要探討夥伴關係的長期導向與組織間績效之關係，透過社會交換理論、資源依賴觀點與交易成本理論，探討夥伴關係本質及其影響因素，導出夥伴關係的二個重要因素－組織間互信與組織間互賴，並提出一個整合模型，發現夥伴關係的長期導向、組織間互賴與組織間互信，皆可影響組織間績效。
英文摘要

Due to the intense competition and rapid change in the market, partner relationship has become a critical key to corporate success. To sustain competitive advantage, firms have to build up valuable relations with partnerships. The aim of this paper is to explore the relations of long-term orientation for partnership and inter-organizational performance. This paper applies social exchange theory, resource dependency perspective and transaction cost theory to investigate the nature of and the factors affecting partner relationship. We derive an integrated model, which indicates two important factors affecting partner relationship: inter-organizational mutual trust and inter-organizational dependency. We find long-term orientation for partnership, inter-organizational mutual trust and inter-organizational dependency all affect inter-organizational performance.
主题分类 社會科學 > 經濟學
社會科學 > 管理學
参考文献
  1. Andaleeb, S. S.(1995).Dependence Relations and the Moderating Role of Trust: Implications for Behavioral Intentions in Marketing Channels.International Journal of Research in Marketing,12(2)
  2. Andaleeb, S. S.(1996).An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence.Journal of Retailing,72(1)
  3. Anderson, E.,Weitz, B. A.(1992).The Use of Pledges to Build and Sustain Commitment in Distribution Channels.Journal of Marketing Research,29(1)
  4. Anderson, E.,Weitz, B. A.(1989).Determinants of Continuity in Conventional Industrial Channel Dyads.Marketing Science,8(4)
  5. Anderson, J. C.(1995).Relationships in Business Markets: Exchange Episodes, Value Creation, and Their Empirical Assessment.Journal of the Academy of Marketing Science,23
  6. Anderson, J. C.,Narus, J. A.(1990).A Model of Distributor Firm and Manufacturer Firm Working Partnerships.Journal of Marketing,54(1)
  7. Aulakh, P. S.,Kotabe, M.,Sahay, A.(1996).Trust and Performance in Cross-Border Marketing Partnerships: a Behavioral Approach.Journal of International Business Studies,27(5)
  8. Axelrod, R.(1984).The Evolution of Cooperation.New York:Basic Books.
  9. Bagozzi, R. P.(1981).Evaluating Structural Equation Models with Unobservable and Measurement Error: A Comment.Journal of Marketing Research,18(Aug.)
  10. Bagozzi, R. P.,Yi, Youjae(1988).On the Evaluation of Structural Equation Models.Journal of the Academy of Marketing Science,16(1)
  11. Baker, W. E.,Faulkner, R. R.,Fisher, G. A.(1998).Hazards of the Market: The Continuity and Dissolution of Interorganizational Market Relationships.American Sociological Review,63
  12. Barringer, B. R.(1997).The Effects of Relational Channel Exchange on the Small Firm: A Conceptual Framework.Journal of Small Business Management,35(2)
  13. Birnbirg, J. G.(1998).Control in Interfirm Co-operative Relationships.Journal of Management Studies,35(4)
  14. Blau, P. M.(1964).Exchange and Power in Social Life.New York:John Wiley and Sons.
  15. Bradach, J. L.,Eccles, R. G.(1989).Market versus Hierarchies: From Ideal Types to Plural Forms.Annual Review of Sociology,15
  16. Brown, J. R.,Dev, C. S.,Lee, Dong-Jin(2000).Management Marketing Channel Opportunism.Journal of Marketing,64(2)
  17. Cannon, J. P.,Perreault, Jr. W. D.(1999).Buyer-Seller Relationships in Business Markets.Journal of Marketing Research,36(4)
  18. Child, J.,Faulkner, D.(1992).Strategies of Cooperation - Managing Alliances, Networks, and Joint Ventures.Oxford University Press.
  19. Chin, W. W.,Todd, P. A.(1995).On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research: A Note of Caution.MIS Quarterly: Management Information Systems,19(2)
  20. Cook, K. S.(1977).Exchange and Power in Networks of Interorganizational Relations.The Sociological Quarterly,18
  21. Crosby, L. A.,Stephens, N.(1987).Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry.Journal of Marketing Research,24
  22. Cummings, T. G.(1984).Transorganizational Development.Research in Organizational Behavior,6
  23. Ding, L.,Velicer, W.,Harlow, L.(1995).Effects of Estimation Methods, Number of Indicators per Factor and Improper Solutions on Structural Equation Modeling Fit Indices.Structural Equation Modeling,2
  24. Doney, P. M.,Cannon, J. P.(1997).An Examination of the Nature of Trust in Buyer-Seller Relationships.Journal of Marketing,61(2)
  25. Dwyer, F. R.,Schurr, P. H.,Oh, Sejo(1987).Developing Buyer-Seller Relationships.Journal of Marketing,51(Apr.)
  26. Dyer, J. H.(1997).Effective Interfirm Collaboration: How Firms Minimize Transaction Costs and Maximize Transaction Value.Strategic Management Journal,18(7)
  27. Dyer, J. H.,Singh, H.(1998).The Relational View: Cooperative Strategy and Sources of Interorganizational Competitive Advantage.Academy of Management Review,23(4)
  28. Emerson, R. M.(1981).Social Psychology: Sociological Perspectives.N. Y.:Basic Books.
  29. Fornell, C. R.,Larcker, D. F.(1981).Evaluating Structural Equation Models with Unobservable Variables and Measurement Error.Journal of Marketing Research,18(1)
  30. Ganesan, S.(1994).Determinants of Long-Term Orientation in Buyer-Seller Relationships.Journal of Marketing,58(2)
  31. Geyskens, I.,Steenkamp, J. B. E. M.,Scheer, L. K.,Kumar, N.(1996).The effects of trust and interdependence on relationship commitment: A trans-atlantic study.International Journal of Research in Marketing,13(4)
  32. Giddens, A.(1992).The Transformation of Intimacy.Oxford:Polity Press.
  33. Granovetter, M. S.(1985).Economic Action and Social Structure: The Problem of Embeddedness.American Journal of Sociology,91(3)
  34. Gulati, R.(1995).Social Structure and Alliance Formation Patterns: A Longitudinal Analysis.Administrative Science Quarterly,40
  35. Gulati, R.(1998).Alliances and Networks.Strategic Management Journal,19
  36. Gulati, R.(1995).Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliances.Academy of Management Journal,38(1)
  37. Gundlach, G. T.,Cadotte, E. R.(1994).Exchange Interdependence and Interfirm Interaction: Research in a Simulated Channel Setting.Journal of Marketing Research,31(Nov.)
  38. Hair, Jr. J. F.,Anderson, R. E.,Thatam, R. L.,Black, W. C.(1998).Multivariate Data Analysis.NY:Prentice-Hall International, Inc..
  39. Hallen, L.,Johanson, J.,Seyed-Mohamed, N.(1991).Interfirm Adaptation in Business Relationships.Journal of Marketing,55
  40. Hamel, G.,Prahalad, C.(1989).Strategic Intent.Harvard Business Review,May/ Jun.
  41. Heide, J. B.(1994).Interorganizational Governance in Marketing Channels.Journal of Marketing,58(1)
  42. Hill, C. W. L.(1990).Cooperation, Opportunism, and the Invisible Hand: Implications for Transaction Cost Theory.Academy of Management Review,15
  43. Jap, S. D.,Ganesan, S.(2000).Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment.Journal of Marketing Research,37(May)
  44. Joreskog, K. G.,Sorbom, D.(1992).LISREL: A Guide to the Program and Applications.Chicago:Scientific Software International, Inc..
  45. Joshi, A. W.,Stump, R. L.(1999).Transaction Cost Analysis: Integration of Recent Refinements and Empirical Test.Journal of Business-to-Business Marketing,5(4)
  46. Kalwani, M. U.,Narayandas, N.(1995).Long-term Manufacturer-Supplier Relationships: Do They Pay Off for Supplier Firms?.Journal of Marketing,59(1)
  47. Kanter, R. M.(1994).Collaborative Advantage: The Art of Alliances.Harvard Business Review,72(4)
  48. Krackhardt, D.(1992).Networks and Organizations: Structure, Form, and Action.Boston, Mass:Harvard Business School Press.
  49. Kumar, N.,Scheer, L. K.,Steenkamp, Jan-Benedict E. M.(1995).The Effects of Perceived Interdependence on Dealer Attitudes.Journal of Marketing Research,32
  50. Leuthesser, L.,Kohli, A. K.(1995).Relational Behavior in Business Markets-Implications for Relationship Management.Journal of Business Research,34
  51. Lusch, R. F.,Brown, J. R.(1996).Interdependency, Contracting, and Relational Behavior in Marketing Channels.Journal of Marketing,60(4)
  52. Lyons, T. F.,Krachenberg, A. R.,Hanke, J. W.(1990).Mixed Motive Marriages: What's Next for Buyer-supplier Relations?.Sloan Management Review,31(3)
  53. MacCallum, R. C.,Roznowski, M.,Mar, C. M.,Reith, J. V.(1994).Alternative Strategies for Cross-Validation of Covariance Structure Models.Multivariate Behavioral Research,29(1)
  54. Madhok, A.(1997).Cost Value and Foreign Market Entry Mode: The Transaction and the Firm.Strategic Management Journal,18
  55. Mayer, R. C.,Davis, J. H.,Schoorman, F. D.(1995).An Integrative Model of Organizational Trust.Academy of Management Review,20(3)
  56. McDonald, F.(1999).The Importance of Power in Partnership Relationships.Journal of General Management,25(1)
  57. Mohr, J. J.,Nevin, J. R.(1990).Communication Strategies in Marketing Channels: A Theoretical Perspective.Journal of Marketing,54
  58. Mohr, J.,Spekman, R.(1994).Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques.Strategic Management Journal,15(2)
  59. Morgan, R. M.,Hunt, S. D.(1994).The Commitment and Trust Theory in Relationship Marketing.Journal of Marketing,58(Oct.)
  60. Murry, J. P.,Heide, J. B.(1998).Managing Promotion Program Participation within Manufacturer-Retailer Relationships.Journal of Marketing,62(Jan.)
  61. Nicholson, C. Y.,Compeau, L. D.,Sethi, R.(2001).The Role of Interpersonal Liking in Building Trust in Long-Term Channel Relationships.Journal of the Academy of Marketing Science,29(1)
  62. Noordewier, T. G.,John, G.,Nevin, J. R.(1990).Performance Outcomes of Purchasing Arrangements in Industrial Buyer-Vendor Relationships.Journal of Marketing,54(4)
  63. Nunnally, J. C.,Berstein, I. H.(1994).Psychometric Theory.New York:McGraw-Hall.
  64. Oliver, C.(1990).Determinants of Interorganizational Relationships: Integration and Future Directions.Academy of Management Review,15(2)
  65. Ouchi, W. G.(1979).A Conceptual Framework for the Design of Organizational Control Mechanism.Management Science,25(9)
  66. Parkhe, A.(1993).Strategic Alliance Structuring: A Game Theoretic and Transaction Cost Examination of Interfirm Cooperation.Academy of Management Journal,36(4)
  67. Parkhe, A.(1998).Understanding Trust in International Alliances.Journal of World Business,33(3)
  68. Pfeffer, J.,Salancik, G. R.(1978).The External Control of Organizations: A Resource Dependency Perspective.New York:Harper and Row Publishers.
  69. Pilling, B. K.,張力 Zhang, Li(1992).Cooperative Exchange: Rewards and Risks.International Journal of Purchasing and Materials Management,28(2)
  70. Powell, W. W.(1990).Neither Market Nor Hierarchy: Network Forms of Organization.Research in Organizational Behavior,12
  71. Premkumar, G.,Ramamurthy, K.(1995).The Role of Interorganizational and Organizational Factors on the Decision Mode for Adoption of Interorganizational Systems.Decision Sciences,26(3)
  72. Rackham, L. F.,Friedman, L.,Ruff, R.(1995).Getting Partnering Right: How Market Leaders are Creating Long-term Competitive Advantage.McGraw-Hill Int'l Enterprises Inc..
  73. Ring, P. S.,Van de Ven, A. H.(1994).Developmental Processes of Cooperative Interorganizational Relationships.Academy of Management Review,19(1)
  74. Ring, P. S.,Van de Ven, A. H.(1992).Structuring Cooperative Relationships between Organizations.Strategic Management Journal,13(7)
  75. Shane, S. A.(1992).The Effect of Cultural Differences in Perceptions of Transaction Costs on National Differences in the Preference for Licensing.Management International Review,32(4)
  76. Sherman, S.(1992).Are Strategic Alliances Working?.Fortune,21
  77. Siguaw, J. A.,Simpson, P. M.,Baker, T. L.(1998).Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship: The Distributor Perspective.Journal of Marketing,62
  78. Smith, B. J.,Barclay, D. W.(1999).Selling Partner Relationships: The Role of Interdependence and Relative Influence.Journal of Personal Selling and Sales Management,19(4)
  79. Smith, J. B.,Barclay, D. W.(1997).The Effects of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships.Journal of Marketing,61(1)
  80. Spekman, R. E.(1988).Strategic Supplier Selection Understanding Long-Term Buyer Relationships.Business Horizons,31
  81. Stern, L. W.,El-Ansary, A.(1992).Marketing Channels.Englewood Cliffs, N. J.:Prentice Hall Inc..
  82. Williamson, O. E.(1981).The Economics of Organization: The Transaction Cost Approach.American Journal of Sociology,87(3)
  83. Williamson, O. E.(1975).Markets and Hierarchies: Analysis and Antitrust Implications.New York:The Free Press.
  84. Williamson, O. E.(1985).The Economic Institutions of Capitalism: Firms, Markets, Relational Contracting.New York:The Free Press.
  85. Wilson, D. T.(1995).An Integrated Model of Buyer-Seller Relationships.Journal of the Academy of Marketing Science,23(4)
  86. Zaheer, A.,McEvily, B.,Perrone, V.(1998).Does Trust Matter? Exploring the Effects of Interorganizational and Interpersonal Trust on Performance.Organization Science,9(2)
  87. 江淑娟 Chiang, Shu-Chuan(1999)。通路夥伴關係整合模型之研究－以中小企業為實證。國立雲林科技大學企業管理研究所。
  88. 吳思華 Wu, Se-Hwa(1997)。策略九說。台北:麥田出版社。
  89. 鄭仁偉 Cheng, Jen-Wei、林進財 Lin, Chin-Tsai、邵琳 Shao, Lynn(1998)。台灣汽車產業行銷通路成員信任－承諾模式實證研究 The Model of Trust ＆ Commitment in Marketing Channel: An Empirical Study of Taiwan Automobile Industry。交大管理學報 Chiao Da Management Review，18(2)
  90. 羅家德 Luo, Jar-der(1997)。為什麼矽谷能擊敗一二八公路區－以人際關係網路觀點探討網絡式組織的優勢 The Advantage of Network Organizations in Silicon Valley。中山管理評論 Sun Yat-Sen Management Review，5(2)
被引用次数
  1. 曾雪梨、張力、侯啟娉、林翠蓉(2013)。合作動機、夥伴特質、關係涉入程度與組織合作績效之關聯性：以房仲業異業結盟為例。會計與財金研究，6(1)，21-58。
  2. 陳律睿(2018)。國際化策略與子公司通路承諾之關係分析。商略學報，10(2)，89-108。
  3. 陳正男、林素吟、丁學勤(2005)。信任、承諾與其相關因素的關係：加盟體系的實證研究。臺灣管理學刊，5(2)，209-229。
  4. 方世榮、方世杰(2008)。組織間統治—回歸組織間關係研究之本質，兼論台灣期刊相關之研究。管理評論，27(1)，25-56。
  5. 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。
  6. 黃識銘、方世榮(2006)。市場導向、關係行銷能力與顧客知識管理能力對企業資本之影響。管理評論，25(2)，29-60。
  7. 盧永祥、許應哲、張雅卿、吳明峰(2013)。契約農業的夥伴關係之實證研究。應用經濟論叢，94，113-153。
  8. 謝美珍、劉恆逸、林婷鈴(2008)。創業精神、網絡資源與行銷觀念的共同演化—以自行車個案公司為例。行銷評論，5(1)，105-139。
  9. 謝文雀、郭人介、莊紹妤、胡同來(2010)。通路權力、通路氣候、夥伴關係與合作績效之研究：數位相機產業實證。管理與系統，17(2)，183-205。
  10. (2004)。台商直接投資大陸當地化程度對當地績效的影響之研究－以中小企業為例。產業管理學報，5(特刊)，531-559。
print cancel