营销渠道中控制机制对合作创新的影响研究

The effect of control mechanisms on co-innovation in marketing channels

本文主要是从交易成本理论和关系交换理论出发来研究营销渠道中控制机制(正式契约和私人关系)对合作创新的影响,并探讨边界人员关系学习的中介作用。该研究通过对中国大陆308家小型高科技制造型企业进行调研并获得相关的数据,并通过层级回归分析的方法来检验所提出的假设。研究结果表明:契约和私人关系不仅对边界人员关系学习产生正向的影响,而且也有利于提高渠道成员的合作创新;边界人员关系学习在正式契约和私人关系对合作创新的影响过程中起部分中介作用;正式契约和私人关系的共同作用要大于各自单独存在时所起的作用。并且对于合作创新来讲,高(低)私人关系需要和低(高)程度的正式契约组合才能达到理想的效果。本文最后提出了相应的管理建议。

Drawing on the transaction cost economics and relational exchange theory, the impacts of formal contract and personal relationship on the boundary spanner＇ s relationship learning and co - innovation are studied by gaining data from 308 small high -tech manufactures in China. A model in which formal contract and personal relationship have a positive influence not only on the boundary spanner＇ s relationship learning, but also on the co - innovational performance is proposed. What＇ s more, boundary spanner＇ s relationship learning plays the function of partial mediation in the influential process that formal contract and personal relationship have on co -innovation. In addition, it is found that formal contract and personal relationship together have bigger impact on co - innovation than they act separately. Moreover, the optimal performance will appear when the high （low） degree of form contract combines with the low （high） degree of personal relationship. In the end, the managerial suggestions are provided.