营销渠道中双边专用性投资对合作创新绩效影响的实证研究

被引：32

作者：

王国才 ^{[1
]}

刘栋 ^{[1
]}

王希凤 ^{[2
]}

机构：

[1] 南京大学商学院

[2] 南京工业大学经济管理学院

来源：

南开管理评论 | 2011年 / 14卷 / 06期

关键词：

双边专用性投资; 关系信任; 正式契约; 关系学习; 合作创新绩效;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F224 [经济数学方法];

学科分类号：

1201 ; 0701 ; 070104 ;

摘要：

本文在资源基础理论拓展分析基础上,研究渠道伙伴之间双边专用性投资对合作创新绩效的影响。通过对国内340家制造商相关数据的实证分析,结果表明,双边专用性投资有利于合作双方正式契约的实施和关系信任的形成。同时,正式契约和关系信任与彼此之间的关系学习呈正相关关系,进而促进了合作创新绩效。另外,关系信任本身也促进了合作创新绩效。但是,正式契约与合作创新绩效之间的关系不是十分明显,必须通过关系学习这一中介变量才能对合作创新绩效产生影响。而且,与正式契约相比,中国企业应更加看重与合作伙伴关系信任的发展。本文的结论对于发展在中国情境下营销渠道的合作具有重要的意义。

引用

页码：85 / 94

页数：10

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