从经销商的观点来探讨经销商与供应商联合行动之影响因素.pdf22简介开始
I.Introduction
Recent studIEs on marketing channels show an increasing propensity towards
relational exchanges, for instance, trust, commitment, and long-term orIEntation, to name a
few. Nevertheless, these researches mostly focused on attitudinal elements and few
engaged in behavioral elements (Kim, 1999). It is obvious that successful relational
exchange should take both attitude elements and behavioral elements into consideration
(Nevin, 1995; Wilson, 1995). Consequently, the behavioral elements of relational exchange
are worthy of further studIEs.
Joint action is one aspect of behavior elements of relational exchange. In Taiwan’s
automoBIle industry distributors often engage in joint action with supplIErs in order to
promote competitive aBIlity. The obvious phenomena are seen, for instance, that they
jointly collect market information, conduct customer analysis, set up sales objectives, and
plan promotion programs. Needless to say, joint action will produce benefits but there also
exist risks (Pilling and Zhang, 1992), for example, increasing complexitIEs, mutual
dependence, and information asymmetry causing transaction costs to increase. Because
joint action needs much investment in personnel, time and money, careless failure could
result in great loss. Therefore, it is necessary to understand the factors that affect a firm’s
taking the strategy of joint action.
On the basis of the above reasons, this study explores joint actions between distributor
and supplIEr in Taiwan’s automoBIle industry, to see the determinants of joint action and
the impact of joint action on a distributor’s performance. Suggestions are then made to
distributors and supplIErs for their future reference in taking joint action.
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