品牌联盟组织间协作的构成及路径的案例研究

基于复杂适应系统理论,采用案例研究方法,探究品牌联盟组织间协作的构成维度及路径.协作目标、协作契约、组织结构和组织间相互作用为品牌联盟组织间协作的4个关键构成维度.其中,协作目标体现了品牌联盟的需求;协作契约以及组织结构组成协作具体内容;组织间相互作用形成协作方式;协作内容及协作方式共同决定着协作模式的形成.品牌联盟组...

Case Study on the Composition and Path of Inter-organizational Cooperation in Brand Alliances

Based on the theory of complex adaptive systems,this paper uses the case study method to explore the component dimensions and the path of inter-organizational collaboration in brand alliances.The research shows that collaboration goals,collaboration contracts,the alliance’s organization structure,and the interaction between organizations are the four key elements of inter-organizational collaboration in brand alliances.Among them,the collaboration goals reflect the needs of the brand alliance;the collaboration contracts and organizational structure constitute the specific content of the collaboration;organizational interactions build collaborative approaches;and the specific content and mode of cooperation jointly determine the formation of the collaboration model.The inter-organizational collaboration system of the brand alliance takes the collaborative output as the performance index,and summarizes the operation path of each element by discovering the operation rule of a single element and the feedback loop relationship of the interaction between the elements,so as to promote the evolution process of the system.