技术联盟的治理结构选择及其合作效应的实证研究

在技术市场竞争日益激烈的情况下,技术联盟已成为经济组织首选的合作方式。本文运用172个技术联盟样本数据,考虑联盟内部的技术差异和外部的政策支持两个因素,运用实证方法研究了技术联盟中的治理结构选择和技术合作效应问题。根据本文研究结论,我国企业组建战略联盟若要获得较好的技术合作效应,首先要考虑伙伴企业与自身的技术差异,其次要根据目标选择合适的联盟结构。同时,政府也要对联盟期间的技术合作给予适当的政策支持。     

战略联盟理论及其管理

战略联盟是企业在合作竞争机制下产生的新的企业组织形式,是21世纪企业组织形式的发展趋势."战略缺口"的存在和中间组织的作用是战略联盟形成的动因.处理好伙伴选择、管理机构组建和跨文化管理三个方面的问题,是战略联盟成功的关键.     

企业跨国战略联盟伙伴选择指标体系的构建及决策方法研究

经过20多年的发展,战略联盟已经积累了一定的经验,然而跨国战略联盟的失败率却一直居高不下,处于50％～60％之间,其中很重要的一个原因就是选择了不适当的战略联盟合作伙伴,因此迫切需要对战略联盟合作伙伴选择及模型进行研究。本文根据对企业跨国战略联盟伙伴选择的影响因素及选择原则的分析,构建了伙伴选择的指标体系,并提出采用基于层次分析法和ABC筛选法的“三阶段”法对指标体系进行优化计算。     

旅游相关企业松散型纵向一体化战略联盟研究

中国旅游产业发展水平之所以不高,深层次的原因是旅游产业链中存在着严重的纵向外部性问题,借助演化博弈思想对旅游产业链中经济主体的决策行为进行深入分析后,认为纵向一体化战略联盟能有效提升旅游产业链和相关主体利益,在传统的纵向一体化联盟基础上提出了一种界于市场和企业,且又不同于完全一体化的“混合”组织形式——松散型纵向一体化战略联盟,并初步描绘了这一联盟模式的构建过程。     

制造型中小企业两种战略联盟模式分析

中小企业在我国国民经济和社会发展过程中起着越来越重要的作用.在行业内外竞争日趋激烈、自身向外扩张受限的背景下,根据企业战略联盟相关理论和制造型中小企业自身条件,提出了中小企业构建战略联盟的思想.并分别就产业链和行业内部的战略联盟模式进行分析探讨.其中,产业链分为上行、下行和双向三种类型:行业内部分为技术研究开发和资源共享两种类型.     

基于资源观的战略联盟风险及其防范

以信任为基础的战略联盟是企业获取竞争优势、实现快速成长的一种重要战略。然而,由于战略联盟的组织松散性,使得联盟被视作一种高风险战略。本文基于资源的观点讨论了战略联盟的关系风险和绩效风险,并给出了规避风险的策略。     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是构建和谐社会的重要内容.通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议.     

广告信息生态失衡的原因分析

广告信息生态强调广告信息人与广告信息环境之间的相互作用和影响,广告信息生态的平衡是枸建和谐社会的重要内容。通过以保健品广告为例,针对当前存在的广告信息虚假、广告信息暴力、广告信息污染等信息生态失调问题,提出了加强广告信息生产的监控,完善广告信息生态法规,提高广告信息人的信息技能等策略性建议。     

环境规制下企业污染治理战略联盟模式研究

在环境规制下,提出了企业的污染治理战略联盟的理念,并在此基础上构建了企业污染治理战略联盟模式。对于污染治理的战略联盟来说,由于具有良好的约束性的和约,盟主企业与盟员企业之间以及盟员企业之间就能保证有关污染削减方面的信息共享,充分利用技术和资金的溢出效应,实现污染治理的规模效应。     

General alliance experience,uncertainty, and marketing alliance governance mode choice

Drawing from transaction cost economics (TCE), the knowledge-based view (KBV), and real options theory (ROT), we propose that the general alliance experience of alliance partner firms moderates the impact of market uncertainty and alliance-specific uncertainty on the benefits and costs of the two marketing alliance governance modes, i.e., non-equity alliances and joint ventures. Based on our systematic study of 18,616 marketing alliances occurring in 48 industries across 164 countries between 1992 and 2008, we find general alliance experience significantly moderates firms’ marketing alliance governance mode choices. Our framework reconciles some contradictory empirical results in the interfirm relationship governance structure literature by emphasizing the moderating role of partner firms’ general alliance experience. Specifically, when alliances can be characterized has having a large cultural distance between the partners or having a market with a broad geographic scope, it seems that TCE predictions regarding the marketing alliance governance mode choice hold for inexperienced firms while KBV and ROT predictions hold for experienced firms. In addition, by incorporating key aspects of all three theories, our proposed framework has the potential to provide deeper insights into the role of alliance experience and uncertainty in firms’ marketing alliance governance mode choices.     

产学研联盟驱动经济发展的经验分析——以山东半岛蓝色经济区为例

基于产学研合作理论，利用山东半岛蓝色经济区六地市2003—2011年的面板数据，研究分析产学研合作联盟对经济发展的动态影响。实证分析发现：目前山东半岛蓝色经济区的产学研联盟还未形成，内部产学与产研联盟形式普遍存在；科技生产对经济发展的贡献独立显现，“学”与“研”未能发挥最大潜能；另外，以青岛领衔的老牌经济强市产学研联盟处于相对成熟阶段。产学研联盟的深入剖析，将为政府制定经济发展政策提供理论依据。     

战略联盟与企业竞争优势探讨

近年来，企业的竞争环境发生了很大变化，竞争的广度和深主丛球化，企业战略方向面临重大调整。本根据这一时代特点，分析了传统竞争理论与战略联盟理论的主要观点、主张，指出改变传统竞争理论的战略视角和战略范式，采取战略联盟的必要性；并进一步阐述了战略联盟的优势。在此基础上，提出正确实施战略联盟构建企业竞争优势的措施。     

论互补型联盟的形成与管理

互补型联盟是战略联盟中一种常见的、重要的联盟形式。获得稀缺资源、提高组织学习效率、缩小企业战略缺口是互补型联盟形成的理论原因。在协同效应中获得经济收益、获得新知识、新能力是互补型联盟形成的现实动机。知识管理、学习竞赛、预防特洛伊木马是互补型联盟管理的三个重要内容。     

战略联盟中合营公司的博弈分析

战略联盟是不同企业集团为实现局部目标而进行的协作.合营公司是战略联盟的主要方式,其性质是非合作不完全信息重复博弈.本文通过合营者的支付矩阵建立了博弈模型,得出能够进行合作的前提条件,证明了合营操作中的三个结论即重视未来的战略联盟稳定;强强联盟非常有效;同一般的公司理论不同,对等投资成功率非常高.     

Market valuation models of the effect of advertising and promotional spending: A review and meta-analysis

A narrative review is presented, within the organizing framework of a meta-analysis, of econometric models reported in the business literature that estimate the effect of advertising and promotional spending on the market value of the firm. Results from published market valuation models are aggregated, and various model specifications are appraised. In brief the meta-analysis finds support for a positive relationship between levels of advertising and promotional spending and the market value of the firm. That is, marketing activities (represented here by observed advertising and promotions spending) are generally expected to deliver future cashflows and produce increases in shareholder wealth. The review seeks to enhance understanding among the community of marketing scholars of the properties of market valuation models published in the literature and serves as a springboard for ongoing investigation of a crucial question for marketing theory and practice. Margy P. Conchar (concharm@mail.ecu.edu) (Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. Melvin R. Crask (mcrask@terry.uga.edu) (DBA, University of Indiana) is an associate professor of marketing at the University of Georgia (UGA). He is currently serving as director of the MBA program at UGA. His teaching interests are in the areas of marketing research and marketing strategy. He has published more than three dozen articles and papers dealing with marketing research methods and with strategic issues in marketing. He is also the coauthor of two books, one on marketing strategy and one on marketing research. George M. Zinkhan (gzinkhan@terry.uga.edu) (Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, communication, and e-commerce.     

Alliance competence, resources, and alliance success: Conceptualization, measurement, and initial test

This research examines the effect of an alliance competence on resource-based alliance success. The fundamental thesis guiding this research is that an alliance competence contributes to alliance success, both directly and through the acquisition and creation of resources. Using survey data gathered from 145 alliances, empirical tests of the hypotheses provide support for the posited explanation of alliance success. The findings indicate that an alliance competence is not only antecedent to the resources that are necessary for alliance success but also to alliance success itself. C. Jay Lambe (Ph.D., The Darden School at University of Virginia) is an assistant professor of marketing in the Pamplin College of Business at Virginia Tech. For 10 years prior to entering academe, he was engaged in business-to-business marketing for both Xerox and AT&T. His research interests include business-to-business marketing, relationship marketing, marketing strategy, and sales management. He has publications in theJournal of the Academy of Marketing Science, theJournal of Product Innovation Management, theEuropean Journal of Marketing, theJournal of Personal Selling and Sales Management, theInternational Journal of Management Reviews, theJournal of Business-to-Business Marketing, and theJournal of Relationship Marketing. He also serves as a reviewer for theJournal of Business-to-Business Marketing. Prior to joining the faculty at Virginia Tech, he was one of five Texas Tech University faculty members chosen in 1999 from the entire university for the annual Outstanding Faculty Member Award by the Mortar Board and Omicron Delta Kappa (Texas Tech University student organizations that recognize excellence in teaching). Robert E. Spekman is the Tayloe Murphy Professor of Business Administration at the Darden School at the University of Virginia. He was formerly a professor of marketing and associate director of the Center for Telecommunications at the University of Southern California. He is an internationally recognized authority on business-to-business marketing and strategic alliances. His consulting experiences range from marketing research and competitive analysis, to strategic market planning, supply chain management, channels of distribution design and implementation, and strategic partnering. He has taught in a number of executive programs in the United States, Canada, Latin America, Asia, and Europe. His executive program experience ranges from general marketing strategy, to sales force management, to channels strategy, to creating strategic alliances, to business-to-business marketing strategy, to a number of single-company and senior executive management programs. He has edited and/or written seven books and has authored (coauthored) more than 80 articles and papers. He also serves as a reviewer for a number of marketing and management journals, as well as for the National Science Foundation. Prior to joining the faculty at the University of Southern California, he taught in the College of Business at the University of Maryland, College Park. During his tenure at Maryland, he was granted the Most Distinguished Faculty Award by the MBA students on three separate occasions. Shelby D. Hunt is the J. B. Hoskins and P. W. Horn Professor of Marketing at Texas Tech University, Lubbock. A past editor of theJournal of Marketing (1985–87), he is the author ofModern Marketing Theory: Critical Issues in the Philosophy of Marketing Science (South-Western, 1991) andA General Theory of Competition: Resources, Competences, Productivity, Economic Growth (Sage, 2000). He has written numerous articles on competitive theory, macromarketing, ethics, channels of distribution, philosophy of science, and marketing theory. Three of hisJournal of Marketing articles—“The Nature and Scope of Marketing” (1976), “General Theories and Fundamental Explananda of Marketing” (1983), and “The Comparative Advantage Theory of Competition” (1995) (with Robert M. Morgan)—won the Harold H. Maynard Award for the best article on marketing theory. His 1985Journal of Business Research article with Lawrence B. Chonko, “Ethics and Marketing Management,” received the 2000 Elsevier Science Exceptional Quality and High Scholarly Impact award. His 1989 article, ”Reification and Realism in Marketing: in Defense of Reason,” won theJournal of Macromarketing Charles C. Slater Award. For his contributions to theory and science in marketing, he received the 1986 Paul D. Converse Award from the American Marketing Association, the 1987 Outstanding Marketing Educator Award from the Academy of Marketing Science, and the 1992 American Marketing Association/Richard D. Irwin Distinguished Marketing Educator Award.     

Alliance orientation: Conceptualization, measurement, and impact on market performance

Interfirm collaborations have inspired a rich literature in marketing and strategy during the past two decades. Building on this extant work, the authors developed a new construct, alliance orientation, and explored its influence on firms’ alliance network performance and market performance. The authors drew on data collected from 182 U.S. firms with extensive experience informing, developing, and managing strategic alliances in marketing, new product development, distribution, technology, and manufacturing projects. Using structural equations modeling, the authors demonstrate that alliance orientation significantly affects alliance network performance, which in turn enhances market performance. The findings also suggest that market turbulence exerts a significant moderating influence on the relationship between alliance orientation and alliance network performance, whereas the moderating role of technological turbulence on that relationship does not appear to be significant. The study provides evidence that firms’ alliance orientations positively affect their performance in strengthening their alliance network relationships and in managing conflicts with their alliance partners. Destan Kandemir (kandemir@msn.edu) is a research associate in Center for International Business Education and Research at Michigan State University. She earned her PhD in marketing and international business from Michigan State University. Her articles have appeared in theJournal of Business and Industrial Marketing, Industrial Marketing Management, theJournal of International Marketing, and theJournal of Management. Her research interests include firm resources and capabilities, market-oriented knowledge management, and global alliance management. Attila Yaprak (attila.yaprak@wayne.edu) is a professor of marketing and international business at Wayne State University. He received his PhD from Georgia State University. His research interests include cross-national consumer behavior, global marketing strategy, and international alliances. His research has appeared in theJournal of International Business Studies, theJournal of International Marketing, theJournal of Business Research, andPolitical Psychology, among others. S. Tamer Cavusgil (cavusgil@msu.edu) is University Distinguished Faculty and the John W. Byington Endowed Chair in Global Marketing in the Department of Marketing and Supply Chain Management, Eli Broad Graduate School of Management, Michigan State University.     

基于MSC范式的旅游企业战略联盟稳定机制研究

旅游企业通过组建战略联盟来实现资源的共享与互补,提高自身的竞争力和市场地位,但旅游企业战略联盟发展并不稳定、成效并不明显。在总结国内外旅游企业战略联盟理论研究的基础上,描述了我国旅游企业战略联盟稳定性的影响因素及作用机理。并从物质资本、社会资本和文化资本三个方面提出旅游企业战略联盟的利益分配、关系治理和伙伴选择。最后结合“一卡游河南”对旅游企业战略联盟稳定性提出了治理策略。     

加入WTO后企业竞争行为的变化

进入新世纪以来,中外企业在中国本土和国际市场展开了迄今最为激烈的竞争,主要体现在以下几个特征:(1)价格竞争成为企业占领市场甚至生存的必要手段;(2)品牌和服务竞争日益成为企业竞争的利器;(3)企业广告投入趋于理性化;(4)技术创新和技术标准控制成为企业存亡的关键;(5)技术壁垒和反倾销成为我国企业参与国际竞争绕不开的死结;(6)企业并购和建立战略联盟趋势加剧。为了进一步提高我国产业和企业的国际竞争力,需要从打破垄断、放开竞争,实施产业结构调整和升级政策,加快国有企业和国有控股企业改革,提高我国企业掌握和运用知识产权的能力和水平,合理运用反倾销措施和例外条款保护国内企业等多个方面采取政策措施。     

资产专用性强度、买方抗衡势力与战略联盟——对航空公司拖欠机场费用案例的考察

民航业改革分离了机场与航空公司的所有权,使两者之间由内部关系转变为纵向市场交易关系。在纵向关系下,资产专用性强度的不对称导致了航空公司对机场的＂可置信的威胁＂和＂敲竹杠＂,同时航空公司通过增强横向市场势力形成买方抗衡势力,使得拖欠机场费用问题激化。本文运用公平市场交易和战略联盟两种模型对机场和航空公司市场绩效进行模拟测算,表明战略联盟可提高两者的效率及社会福利,是解决航空公司欠费问题的根本途径。