行銷通路成員之夥伴關係長期導向與組織間績效之研究

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

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

《管理評論》 22卷2期 (2003/04) Pp. 55-85

https://doi.org/10.6656/MR.2003.22.2.CHI.55

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。

關鍵字

組織間互信 ； 組織間互賴 ； 組織間績效 ； 夥伴關係長期導向

並列摘要

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.

並列關鍵字

inter-organizational mutual trust ； inter-organizational mutual trust ； inter-organizational performance ； long-term orientation for partnership

參考文獻

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