A Study of Bridal Cakes Providers and Wedding Boutiques Alliance

• Main Authors: Cheng-Yu Yang, 楊呈昱
• Other Authors: Ting-Fang Chiang
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/74073582253916523434

碩士 === 元智大學 === 國際企業學系 === 95 === Wedding photography, bridal cakes, and wedding banquets are indispensable parts of a popular Taiwanese wedding ritual. Among these three parts, there are a lot of tiresome trifles. Moreover, the declining marriage rate and increasing proportion of foreign spouses in all the newly-married couples seriously affect the wedding-related market in the recent years. Additionally, the bridal cakes market attracts entries from other industries competing for a piece of the ever-shrinking pie. Not only the bridal cakes providers but also the whole wedding-related industries have tried every means to find a market niche. Alliance has been emphasized over the last decade, and more and more scholars, managers, or senior executives are interested in these changes in the supply chain relationships. Via the alliance between bridal cakes providers and the wedding boutiques, both sides and consumers all can gain the benefits. However, the present alliance model occurred is merely mutual recommending or joint promotion. After reviewing literatures and secondary data, the research framework is initially formed. Via in-depth interviews, the research inferences can be made more credible. What factors influence the partnerships? Trust, compatibility, reciprocity, and ability to meet performance expectation are the answers. Therefore, an appropriate mechanism can be formed if managers take these four influencing factors into consideration.