关系价值还是关系陷入?——供应商与客户关系耦合的权变效应研究

Relationship Value or Relationship Stuck-in?The Contingent Effect of Supplier-Client Relationship Coupling on Supplier's Dynamic Capabilities

与客户间的耦合关系对供应商绩效存在着双向影响:一方面,紧密反复的互动能促进双方间的知识转移,创造更高的客户价值,使企业渐进地提升自身能力,是提高企业产出绩效的重要途径。另一方面,这种耦合也可能加深企业认知、资源和运营活动对关系的依赖,带来供应商"陷入"的风险,致使在面对外部环境变化时无法及时做出适应性调整。本文从权变视角研究关系耦合对供应商动态能力的影响,指出在动态技术环境下,双边关系耦合与供应商网络嵌入的交互能够构建一种双环协同机制,平衡供应商运营活动的稳定性和多元化之间、内外部资源的整合和重构之间、利用性和探索性行为之间的关系,是提升关系价值和构建动态能力的有效途径。

Building tightcoupled relationship with specific client has been considered having equivocal impacts on supplier＇ s perform ance in industry marketing literature. On one hand, repeated interactions facilitate interfirm knowledge transfer, create higher client val ue, and incrementally enhance organizational capability. On the other hand, the reliance on the bilateral relationship with specific clients will increase the risk of stuckin this relationship, which may damage the supplier＇ s adaptive capacity under dynamic technology envi ronment. From contingency perspective, adding the contingent variables into the picture, a doubleloop synergetic mechanism created by the interaction of dyad coupling and network embeddedness can balance the relationships between stability and diversification of supplier＇ s operational activity, between resource combination and reconstruction, between exploration and exploitation, thus can contribute to bet ter response to the dynamic environment, create relationship value, construct and update suppliers＇ s dynamic capabilities.