渠道关系中连带责任对机会主义行为的影响机制研究:网络治理视角

来源 :香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校 | 被引量 : 0次 | 上传用户：sfyaa

【摘要】

：

【作者】

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胡琴芳张广玲寿志钢

【机构】

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湖南工业大学,商学院武汉大学

【出处】

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香港城市大学,中国石油大学,加州大学河滨分校,伊利诺伊大学厄巴纳-香槟分校

【发表日期】

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2016年4期

【关键词】

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营销渠道连带责任机会主义行为网络治理

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论文部分内容阅读

在渠道关系中,核心企业应采取何种治理模式对多个渠道伙伴的机会主义行为进行有效控制这一问题已被广泛关注和研究,但关于连带责任的研究尚处于初步阶段.连带责任是指核心企业对渠道伙伴以小组的形式进行治理,规定小组内所有成员都为其中任一成员的机会主义行为共同承担责任的一种治理模式.本研究拟采取定性与定量相结合的研究方法,首先在借鉴现有研究成果的基础上,从交易规模、信息和效用的角度对连带责任进行分类,然后基于网络治理视角,深入剖析不同类型连带责任与不同社会机制之间的匹配关系,以及不同社会机制对渠道伙伴机会主义行为的影响,进而从渠道伙伴网络层面探讨影响连带责任治理效果的关键因素.本研究结论有望对渠道关系治理模式研究作出新的贡献,同时也能为核心企业破解渠道伙伴机会主义行为治理难题提供有价值的对策建议.

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渠道关系中连带责任对机会主义行为的影响机制研究:网络治理视角

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