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The Impact Of Interfirm Relationship Strength On Channels Relational Governance

Posted on:2011-10-10Degree:MasterType:Thesis
Country:ChinaCandidate:M TianFull Text:PDF
GTID:2189330332982411Subject:Marketing
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With of the reform deepening, China's economy is in critical transformation period, circulation have taken place profound changes. a little more than three of the distribution system is forming. Meanwhile, as political and economic environment at home and abroad are unpredictable, and bring many uncertainties and risks to the enterprises, with long-term legal system is not complete, lack of management experience, the short-term behavior of enterprises prevailing. Particularly enterprises compete for control over the channel, and their contradictions and conflicts have become the focus of attention. Emerging opportunism in channel conflict and undermine the harmonious atmosphere of cooperation between enterprises, significantly reduce the performance of channel operation. The domestic channel scholars remain their focus on the aspects of channel structure construction. However, from an economic perspective alone can not explain the complex reality, particularly how to better prevent opportunistic behavior between channel members, which directly led to the absence of guidance of channel theory on business practices. Meanwhile, the "guanxi" has rich meaning in the Chinese language, which deep cultural connotations influence the Chinese people on all aspects of their life, it not only pervades the interpersonal exchanges of common people, but also is engaged in business activity of Chinese and foreign enterprises.Therefore, this paper introduces "guanxi" to relational governance, to explore the impact of four dimensions of this concept(relationship length, mutual confiding, reciprocal services, emotional intensity) on enterprise governance and opportunistic behavior between members has important practical significance.In this paper, based on a more comprehensive review of channel relational governance and relationship strength theory, this paper proposes the theoretical framework and hypothesis to be tested. After the above theoretical study, using questionnaire method in this paper, this paper studies the relationship between manufacturers and major distributors (distributors, agents or retailers) in Manufacturing by collecting the date from Guangzhou, Xi'an, Zhengzhou, Shenyang, Dalian and Changchun 6 cities, and examines how relationship strength impact the relational governance and other related hypothesis, andThe major research findings are:First, the effect of relationship length on enterprise channel management is not significant. Mutual confiding, reciprocal services have a positive effect on joint problem solving between enterprises, and the emotional intensity help to joint planning among inter-firms. Second, joint problem-solving has significantly effect on inhibiting opportunistic behavior; joint planning has no effect on opportunistic behavior.The contributions of this paper include:First, this is the first time in Chinese literature to introduce the dimensions of relationship strength to channel governance, and study the effects of relationship length, mutual confiding, and reciprocal services, emotional intensity on channels relational governance (joint planning and joint problem solving). Second, this study found a causal chain. The more information exchange brings the more joint problem solving, the more joint problem solving inhibits opportunistic behavior among enterprises, which provides a way to inhibit opportunistic behavior to the enterprise for reference. Third, in literature review of this article, as channel relational governance has some cross with other channels behavior and relationship marketing research field. For many beginners, there is no a clear framework to understand the theory. This paper describes the generation of relational channel management in detail. According to the classification of inter-organizational relationship management from Heide (1994), we established a theoretical framework, summarized and reviewed existing empirical studies in detail.Finally, based on the conclusions, we make management recommendations for manufacturing enterprises, and point out the inadequacy of existing research for subsequent scholars to research and study.
Keywords/Search Tags:Relationship strength, Relational governance, Opportunism behavior
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