跨组织视角下的营销渠道治理:制度环境的影响(英文)

营销渠道研究是营销研究的一个重要组成部分。随着市场中竞争性环境的变化以及营销理论的发展,营销渠道研究的关注点从强调效率和利益转向强调权力和冲突,进而转向联网以及关系和联盟。在研究渠道治理过程方面,以往的营销渠道研究大多采用以效率为基础的任务环境视角,而在很大程度上忽视了以合理性为基础的制度环境方法。本文提出,营销渠道从本质上说是一种制度安排和跨组织关系。因此,企业在治理营销渠道时,必须关注其决策和行为的接受度与认可度。本文先是回顾了营销渠道治理和跨组织关系方面的理论与研究,进而从中吸收有价值的观点,提出了理论框架和一些命题,并通过两则案例研究进行解释和检验。

An Inter- organizational Perspective on Marketing Channels Governance= The Influence of the Institutional Environment

Researches on marketing channels constitute an important part of marketing research. With the change of the com- petitive situations in the markets and the development of the marketing theories, the focus of the marketing channels research changed from emphasizing on efficiency and benefits to power and conflicts, and then to relationship and alliance as well as networ- king. Most of the previous marketing channel studies have applied an efficiency - based task environment perspective and largely o- verlooked a legitimacy - based institutional environment approach in studying the process of channel governance. In the paper, I propose that marketing channel is a kind of institutional arrangement and inter - organizational relationship in the nature. So compa- nies must pay attention to the degree of acceptance and agreement of their decisions and behaviors when they are governing market- ing channels. The paper first reviews previous theories and studies on marketing channel governance and inter - organizational rela- tionships. The author absorbs valuable ideas from them and proposes a theoretical framework and some propositions, and explains and tests the framework and the propositions through two case studies.