Exploring the Governance Mechanisms of Quasi-integration in Marketing Channels
DescriptionQuasi-integration among marketing channel members has been considered a critical competitive advantage. Yet, there is inadequate research specifying the key elements and processes of its governance mechanisms. Thus, the main aim of this project is to examine the processes by means of which quasi-integration exerts governing effects on buyer-supplier relationships. The researchers first intend to identify the key governance mechanisms of quasi-integration based on transaction cost analysis and resource dependence theory. Then, they will examine the effects of interdependence on each mechanism from the perspective of resource dependence theory. Third, they will investigate the distinct effects of each mechanism on relational outcomes, namely, supplier performance and buyer commitment. Finally, the investigators are interested in uncovering the impact of different types of relationships on the choice of quasi-integration mechanisms. The research will make significant theoretical contributions to the field as well as clarify practical implications for channel management.
|Effective start/end date||1/04/08 → 16/07/10|