Antecedents of cooperative performance in vertical channel

• Main Authors: Kuan-Yin Lee, 李冠穎
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/57440285199459773337

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 93 === The present rickety and highly competitive market environment is threatening the industries with unprecedented challenges. In an effort to battle these fierce competitions, most companies are seeking suitable business partners to gain advantage to tackle the trend. In particular, vertical channel partner collaboration relationship is the key factor to success. Our research is conducted from the perspective of the manufacturers and aims at understanding the source of the cooperative performance. We employ the transaction cost economy theory, resource-based view and establishes the presumption of the relational view to examine the investment of the transaction cost economy specific assets to see whether the transaction value will exceed the transaction cost under the vertical channel relationship framework, to observe whether vendors will cooperate in the process of developing complementary resources to achieve synergy and to investigate whether vendors can pool resources to achieve information sharing and creating relational rent. The study is investigating all the manufacturers by purposive sampling with questionnaire through the mail and distributing by people. The numbers of questionnaires are provided five hundreds and the sampling time is from March. 15, 2005 to April 15, 2005. The collection rate is 26% and the total number of the receiving questionnaires is 130 including five useless questionnaires. According to two-step Structural Equation Model provided by Anderson & Derbing, we proceed the test of regression model to get the relationship after we gain the accurate reliability and validity through confirmatory factor analysis. We use the methodology provided by Sharm, Durand & Gur1arie, 1981 to inspect with the three stages of Adjusting Regression Model due to the inspection of adjusting variables from this research. The factors of each construct in this study have the Cronbach’s Alpha which means that the all α in it are greater than 0.7. The results of this study are as follow: 1.The investments of specific assets in thesis, especially for investment of knowledge assets will bring the higher cooperative performance. 2.We find that from Resource Based View, the core competency of research and development is very important and cooperative experiment will also significantly affect cooperative performance. By simultaneously combining the unique abilities and resources of both sides could create synergy for them. 3.Relational View reveals that the trust and knowledge sharing between the manufacturers can bring the cooperative performance and also comprehend the reliable partnerships they choosing have the significant effects on organization interaction、knowledge sharing and cooperative performance. 4.The result of analysis on the control variables reveals that using reward power 、referent power and expert power will have more substantial effects than coercive power and legitimate power. The crucial subject, however, is not only setting up the relationship but also maintaining it. The chronic partnerships will create the higher value in partnerships cooperative manufacture.