Building up a B2B e-commerce strategic alliance model under an uncertain environment for Taiwan's travel agencies |
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Authors: | Leo Huang |
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Institution: | aDepartment of Travel Management, National Kaohsiung Hospitality College, No. 1, Sung-Ho Rd., Hsiao-Kang, Kaohsiung 812, Taiwan, ROC |
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Abstract: | E-travel agencies adopt B2B strategic alliances in order to strengthen their competitive advantages in the e-commerce travel market and because they are an effective tool to gain wider sustainable gains. External environmental and internal organizational factors impacting the success of strategic alliances model are themselves a crucial issue. This study uses multiple methods to collect data from multiple sources and uses qualitative and quantitative surveys. A two-stage research design is adopted to explore the present strategic alliances between Taiwan's wholesaler e-travel agencies and retailer sub-agencies. The results provide an in-depth understanding into the B2B e-commerce strategic alliance model. According to this research, Taiwanese e-travel agencies consider three external environment uncertainties, five internal organization motivations, five partner selection criteria, and two performance measurements of alliance strategies. Finally, the paper proposes an optimal B2B e-commerce strategic alliance model that matches the essential development needs of B2B e-commerce and overcomes the environmental uncertainties. |
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Keywords: | Travel agency Strategic alliance Electronic commerce Distribution channels |
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