三元渠道网络中分销商的投机行为与网络嵌入治理机制
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摘要
企业投机行为治理是营销渠道及B2B营销研究的核心和前沿领域之一。已有研究主要遵循二元分析范式,即关注由两个渠道成员构成的渠道关系中的企业投机行为及其治理问题。由于现实中的渠道结构是网络化的,传统二元分析范式极大地限制了对企业投机行为及其治理机制的理解。有鉴于此,依据社会网络理论、交易成本理论及代理理论,以"制造商—批发商—零售商"三元渠道网络为分析对象,先对批发商在此网络中的多元化投机行为进行分类与界定,继而提出一种新的治理机制——制造商网络嵌入治理机制,即制造商在保持与批发商、零售商渠道结构不变的情况下,与零售商建立非交易性联系。在此基础上,重点探讨这种治理机制对抑制三元渠道网络中企业投机行为的作用机制及路径。
The governance of a firm's opportunism is an important research topic in marketing channel and B2 B marketing research areas. The extant research mainly follows the dyadic paradigm,i. e.,the research mainly focuses on the opportunism and governance mechanism in a channel relationship which consists of two firms. Based on social network theory,transaction cost theory and agency theory,the research takes a triadic channel network of manufacturer-wholesaler-retailer as the analysis unit,and classifies and defines various opportunism of the wholesaler in the network,based on which a new channel governance mechanism is proposed,i. e.,manufacturer network embeds governance. That is,the manufacturer builds a non-transactional relationship with a retailer,while keeping the same channel structure with wholesalers and retailers. On this basis,the effecting paths of governance mechanism on restrain opportunism in a triadic channel network are discussed.
The governance of a firm's opportunism is an important research topic in marketing channel and B2 B marketing research areas. The extant research mainly follows the dyadic paradigm,i. e.,the research mainly focuses on the opportunism and governance mechanism in a channel relationship which consists of two firms. Based on social network theory,transaction cost theory and agency theory,the research takes a triadic channel network of manufacturer-wholesaler-retailer as the analysis unit,and classifies and defines various opportunism of the wholesaler in the network,based on which a new channel governance mechanism is proposed,i. e.,manufacturer network embeds governance. That is,the manufacturer builds a non-transactional relationship with a retailer,while keeping the same channel structure with wholesalers and retailers. On this basis,the effecting paths of governance mechanism on restrain opportunism in a triadic channel network are discussed.
引文
鲁平俊,唐小飞.2015.深入理解营销渠道研究的过去和未来[J].科研管理(1):159-166.
任星耀,朱建宇,钱丽萍,等.2012.渠道中不同机会主义的管理:合同的双维度与关系规范的作用研究[J].南开管理评论(3):12-21.
张闯,关宇虹.2013.营销渠道网络结构对渠道权力应用结果的放大与缓冲作用:社会网络视角[J].管理评论(6):141-153.
张闯,林曦,庄贵军.2014.渠道边界人员对渠道网络的认知机制及其对渠道行为的影响:多案例研究[J].营销科学学报(3):32-50.
张闯,张涛,庄贵军.2015.渠道权力应用、冲突与合作:营销渠道网络结构嵌入的影响[J].商业经济与管理(2):57-67.
张闯,庄贵军,杨志林,等.2016.零供关系中的依赖结构:消费者真的可以被忽略吗[J].管理评论(9):134-147.
张广玲,胡琴芳.2014.连带责任治理在供应商集群中的有效性研究[J].管理科学(4):23-32.
ACHROL R S.1997.Changes in the theory of interorganizational relations in marketing:toward a network paradigm[J].Journal of the A-cademy of Marketing Science,25(1):56-71.
ACHROL R S,KOTLER P.1999.Marketing in the network economy[J].Journal of Marketing,63(1):146-163.
AKREMI A E,MIGNONAC K,PERRIGOT R.2011.Opportunistic behaviors in franchise chains:the role of cohesion among franchisees[J].Strategic Management Journal,32(9):930-948.
ANDERSON J C,HAKANSSON H,JOHANSON J.1994.Dyadic business relationships within a business network context[J].Journal of Marketing,58(4):1-15.
ANTIA K D,FRAZIER G L.2001.The severity of contract enforcement in interfirm channel relationships[J].Journal of Marketing,65(4):67-81.
BERGEN M,DUTTA S,WALKER O C.1992.Agency relationships in marketing:a review of the implications and applications of agency and related theories[J].Journal of Marketing,56(3):1-24.
BORGATTI S P,FOSTER P C.2003.The network paradigm in organizational research:a review and typology[J].Journal of Management,29(6):991-1013.
BURT R S.1992.Structural holes:the social structure of competition[M].Cambridge,MA:Harvard University Press.
CHRISTOPHE V D B,WUYTS S.2007.Social networks and marketing[M].Cambridge,MA:Marketing Science Institute.
CONTRACTOR N S,WASSERMAN S,FAUST K.2006.Testing multitheoretical,multilevel hypotheses about organizational networks:an analytic framework and empirical example[J].Academy of Management Review,31(3):681-703.
COOK K S,EMERSON R M.1984.Exchange networks and the analysis of complex organizations[J].Research in the Sociology of Organizations,3(4):1-30.
CROSNO J L,DAHLSTROM R.2008.A meta-analytic review of opportunism in exchange relationships[J].Journal of the Academy of Marketing Science,36(2):191-201.
DAHLQUIST S H,GRIFFITH D A.2014.Multidyadic industrial channels:understanding component supplier profits and original equipment manufacturer behavior[J].Journal of Marketing,78(4):59-79.
EISENHARDT K M.1989.Agency theory:an assessment and review[J].Academy of Management Review,14(1):57-74.
EMERSON R M.1972.Exchange theory,part II:exchange relation and network structures[J].Sociological Theories in Progress,2:58-87.
GRANOVETTER M.1992.Problems of explanation in economic sociology[J].Networks and Organizations,2:25-56.
HANDLEY S M,ANGST C M.2014.The impact of culture on the relationship between governance and opportunism in outsourcing relationships[J].Strategic Management Journal,36(9):1412-1434.
HAWKINS T G,WITTMANN C M,BEYERLEIN M M.2008.Antecedents and consequences of opportunism in buyer-supplier relations:research synthesis and new frontiers[J].Industrial Marketing Management,37(8):895-909.
HEIDE J B,JOHN G.1988.The role of dependence balancing in safeguarding transaction-specific assets in conventional channels[J].Journal of Marketing,52(1):20-35.
JAP S D,ROBERTSON D C,RINDFLEISCH A,et al.2013.Low-stakes opportunism[J].Journal of Marketing Research,50(4):216-227.
JOHN G.1984.An empirical investigation of some antecedents of opportunism in a marketing channel[J].Journal of Marketing Research,21(3):278-289.
KIM S K,MCFARLAND R G,KWON S,et al.2011.Understanding governance decisions in a partially integrated channel:a contingent alignment framework[J].Journal of Marketing Research,48(3):603-616.
KRAFT M,GOETZ O,MANTRALA M,et al.2015.The evolution of marketing channel research domains and methodologies:an integrative review and future directions[J].Journal of Retailing,91(4):569-585.
KUMAR A,HEIDE J B,WATHNE K H.2011.Performance implications of mismatched governance regimes across external and internal relationship[J].Journal of Marketing,75(2):1-17.
LEVY M,GREWAL D.2000.Supply chain management in a networked economy[J].Journal of Retailing,76(4):415-429.
LIU Y,LIU T,LI Y.2014.How to inhibit a partner's strong and weak forms of opportunism:impacts of network embeddedness and bilateral TSIs[J].Industrial Marketing Management,43(2):280-292.
LUO Y.2006.Opportunism in inter-firm exchanges in emerging markets[J].Management and Organization Review,2(1):121-147.
LUO Y.2007.An integrated anti-opportunism system in international exchange[J].Journal of International Business Studies,38(6):855-877.
MADHAVAN R,GNYAWALI D R,HE J.2004.Two's company,three's crowd?Triads in cooperative-competitive networks[J].Academy of Management Journal,47(6):918-927.
MCFARLAND R G,BLOODGOOD J M,PAYAN J M.2008.Supply chain contagion[J].Journal of Marketing,72(2):63-79.
MORGAN N A,KALEKA A,GOONER R A.2007.Focal supplier opportunism in supermarket retailer category management[J].Journal of Operations Management,25(2):512-527.
PROVAN K G,FISH A,SYDOW J.2007.Interorganizational networks at the network level:a review of the empirical literature on whole networks[J].Journal of Management,33(3):479-516.
RINDFLEISCH A,HEIDE J B.1997.Transaction cost analysis:past,present,and future applications[J].Journal of Marketing,61(4):30-54.
SEGGIE S H,GRIFFITH D A,JAP S D.2013.Passive and active opportunism in interorganizational exchange[J].Journal of Marketing,77(6):73-90.
SKARMEAS D.2006.The role of functional conflict in international buyer-seller relationships:implications for industrial exporters[J].Industrial Marketing Management,35(5):567-575.
SKINNER S J,DONNELLY JR J H,IVANCEVICH J M.1987.Effects of transaction form on environmental linkages and power-dependence relations[J].Academy of Management Journal,30(3):577-588.
SKINNER S J,GUILTINAN J P.1986.Extra-network linkages,dependence,and power[J].Social Forces,64(3):702-713.
SWAMINATHAN V,MOORMAN C.2009.Marketing alliance,firm networks,and firm value creation[J].Journal of Marketing,73(5):52-69.
UZZI B.1997.Social structure and competition in interfirm networks:the paradox of embeddedness[J].Administrative Science Quarterly,42(1):35-67.
VEDEL M,HOLMA A M,HAVILA V.2016.Conceptualizing inter-organizational triads[J].Industrial Marketing Management,57:139-147.
VINHAS A S,HEIDE J B,JAP S D.2012.Consistency judgments,embeddedness,and relationship outcomes in interorganizational networks[J].Management Science,58(5):996-1011.
WANG D T,GU F F,DONG M C.2013.Observer effects of punishment in a distribution network[J].Journal of Marketing Research,50(5):627-643.
WANG X H,YANG Z L.2013.Inter-firm opportunism:a meta-analytic review and assessment of its antecedents and affection performance[J].Journal of Business and Industrial Marketing,28(2):137-146.
WASSERMAN S,FAUST K.1994.Social network analysis:methods and applications[M].Cambridge University Press.
WATHNE K H,HEIDE J B.2000.Opportunism in interfirm relationships:forms,outcomes,and solutions[J].Journal of Marketing,64(4):36-51.
WATHNE K H,HEIDE J B.2004.Relationship governance in a supply chain network[J].Journal of Marketing,68(1):73-89.
WILLIAMSON O E.1985.Economic institutions of capitalism:firms,markets,relational[M].New York:The Free Press.
WUYTS S,GEYSKENS I.2005.The formation of buyer-supplier relationships:detailed contract drafting and close partner selection[J].Journal of Marketing,69(4):103-117.
WUYTS S,STREMERSCH S,VAN DEN BULTE C,et al.2004.Vertical marketing system for complex products:a triadic perspective[J].Journal of Marketing Research,41(4):479-487.
WYNSTRA F,SPRING M,SCHOENHERR T.2015.Service triads:a research agenda for buyer-supplier-customer triads in business services[J].Journal of Operations Management,35:1-20.
ZENG F,CHEN Y,DONG M C,et al.2015.Understanding distributor opportunism in a horizontal network[J].Industrial Marketing Management,46:171-182.
(1)综述文献请参见Wynstra et al.(2015)、Vedel et al.(2016)。
任星耀,朱建宇,钱丽萍,等.2012.渠道中不同机会主义的管理:合同的双维度与关系规范的作用研究[J].南开管理评论(3):12-21.
张闯,关宇虹.2013.营销渠道网络结构对渠道权力应用结果的放大与缓冲作用:社会网络视角[J].管理评论(6):141-153.
张闯,林曦,庄贵军.2014.渠道边界人员对渠道网络的认知机制及其对渠道行为的影响:多案例研究[J].营销科学学报(3):32-50.
张闯,张涛,庄贵军.2015.渠道权力应用、冲突与合作:营销渠道网络结构嵌入的影响[J].商业经济与管理(2):57-67.
张闯,庄贵军,杨志林,等.2016.零供关系中的依赖结构:消费者真的可以被忽略吗[J].管理评论(9):134-147.
张广玲,胡琴芳.2014.连带责任治理在供应商集群中的有效性研究[J].管理科学(4):23-32.
ACHROL R S.1997.Changes in the theory of interorganizational relations in marketing:toward a network paradigm[J].Journal of the A-cademy of Marketing Science,25(1):56-71.
ACHROL R S,KOTLER P.1999.Marketing in the network economy[J].Journal of Marketing,63(1):146-163.
AKREMI A E,MIGNONAC K,PERRIGOT R.2011.Opportunistic behaviors in franchise chains:the role of cohesion among franchisees[J].Strategic Management Journal,32(9):930-948.
ANDERSON J C,HAKANSSON H,JOHANSON J.1994.Dyadic business relationships within a business network context[J].Journal of Marketing,58(4):1-15.
ANTIA K D,FRAZIER G L.2001.The severity of contract enforcement in interfirm channel relationships[J].Journal of Marketing,65(4):67-81.
BERGEN M,DUTTA S,WALKER O C.1992.Agency relationships in marketing:a review of the implications and applications of agency and related theories[J].Journal of Marketing,56(3):1-24.
BORGATTI S P,FOSTER P C.2003.The network paradigm in organizational research:a review and typology[J].Journal of Management,29(6):991-1013.
BURT R S.1992.Structural holes:the social structure of competition[M].Cambridge,MA:Harvard University Press.
CHRISTOPHE V D B,WUYTS S.2007.Social networks and marketing[M].Cambridge,MA:Marketing Science Institute.
CONTRACTOR N S,WASSERMAN S,FAUST K.2006.Testing multitheoretical,multilevel hypotheses about organizational networks:an analytic framework and empirical example[J].Academy of Management Review,31(3):681-703.
COOK K S,EMERSON R M.1984.Exchange networks and the analysis of complex organizations[J].Research in the Sociology of Organizations,3(4):1-30.
CROSNO J L,DAHLSTROM R.2008.A meta-analytic review of opportunism in exchange relationships[J].Journal of the Academy of Marketing Science,36(2):191-201.
DAHLQUIST S H,GRIFFITH D A.2014.Multidyadic industrial channels:understanding component supplier profits and original equipment manufacturer behavior[J].Journal of Marketing,78(4):59-79.
EISENHARDT K M.1989.Agency theory:an assessment and review[J].Academy of Management Review,14(1):57-74.
EMERSON R M.1972.Exchange theory,part II:exchange relation and network structures[J].Sociological Theories in Progress,2:58-87.
GRANOVETTER M.1992.Problems of explanation in economic sociology[J].Networks and Organizations,2:25-56.
HANDLEY S M,ANGST C M.2014.The impact of culture on the relationship between governance and opportunism in outsourcing relationships[J].Strategic Management Journal,36(9):1412-1434.
HAWKINS T G,WITTMANN C M,BEYERLEIN M M.2008.Antecedents and consequences of opportunism in buyer-supplier relations:research synthesis and new frontiers[J].Industrial Marketing Management,37(8):895-909.
HEIDE J B,JOHN G.1988.The role of dependence balancing in safeguarding transaction-specific assets in conventional channels[J].Journal of Marketing,52(1):20-35.
JAP S D,ROBERTSON D C,RINDFLEISCH A,et al.2013.Low-stakes opportunism[J].Journal of Marketing Research,50(4):216-227.
JOHN G.1984.An empirical investigation of some antecedents of opportunism in a marketing channel[J].Journal of Marketing Research,21(3):278-289.
KIM S K,MCFARLAND R G,KWON S,et al.2011.Understanding governance decisions in a partially integrated channel:a contingent alignment framework[J].Journal of Marketing Research,48(3):603-616.
KRAFT M,GOETZ O,MANTRALA M,et al.2015.The evolution of marketing channel research domains and methodologies:an integrative review and future directions[J].Journal of Retailing,91(4):569-585.
KUMAR A,HEIDE J B,WATHNE K H.2011.Performance implications of mismatched governance regimes across external and internal relationship[J].Journal of Marketing,75(2):1-17.
LEVY M,GREWAL D.2000.Supply chain management in a networked economy[J].Journal of Retailing,76(4):415-429.
LIU Y,LIU T,LI Y.2014.How to inhibit a partner's strong and weak forms of opportunism:impacts of network embeddedness and bilateral TSIs[J].Industrial Marketing Management,43(2):280-292.
LUO Y.2006.Opportunism in inter-firm exchanges in emerging markets[J].Management and Organization Review,2(1):121-147.
LUO Y.2007.An integrated anti-opportunism system in international exchange[J].Journal of International Business Studies,38(6):855-877.
MADHAVAN R,GNYAWALI D R,HE J.2004.Two's company,three's crowd?Triads in cooperative-competitive networks[J].Academy of Management Journal,47(6):918-927.
MCFARLAND R G,BLOODGOOD J M,PAYAN J M.2008.Supply chain contagion[J].Journal of Marketing,72(2):63-79.
MORGAN N A,KALEKA A,GOONER R A.2007.Focal supplier opportunism in supermarket retailer category management[J].Journal of Operations Management,25(2):512-527.
PROVAN K G,FISH A,SYDOW J.2007.Interorganizational networks at the network level:a review of the empirical literature on whole networks[J].Journal of Management,33(3):479-516.
RINDFLEISCH A,HEIDE J B.1997.Transaction cost analysis:past,present,and future applications[J].Journal of Marketing,61(4):30-54.
SEGGIE S H,GRIFFITH D A,JAP S D.2013.Passive and active opportunism in interorganizational exchange[J].Journal of Marketing,77(6):73-90.
SKARMEAS D.2006.The role of functional conflict in international buyer-seller relationships:implications for industrial exporters[J].Industrial Marketing Management,35(5):567-575.
SKINNER S J,DONNELLY JR J H,IVANCEVICH J M.1987.Effects of transaction form on environmental linkages and power-dependence relations[J].Academy of Management Journal,30(3):577-588.
SKINNER S J,GUILTINAN J P.1986.Extra-network linkages,dependence,and power[J].Social Forces,64(3):702-713.
SWAMINATHAN V,MOORMAN C.2009.Marketing alliance,firm networks,and firm value creation[J].Journal of Marketing,73(5):52-69.
UZZI B.1997.Social structure and competition in interfirm networks:the paradox of embeddedness[J].Administrative Science Quarterly,42(1):35-67.
VEDEL M,HOLMA A M,HAVILA V.2016.Conceptualizing inter-organizational triads[J].Industrial Marketing Management,57:139-147.
VINHAS A S,HEIDE J B,JAP S D.2012.Consistency judgments,embeddedness,and relationship outcomes in interorganizational networks[J].Management Science,58(5):996-1011.
WANG D T,GU F F,DONG M C.2013.Observer effects of punishment in a distribution network[J].Journal of Marketing Research,50(5):627-643.
WANG X H,YANG Z L.2013.Inter-firm opportunism:a meta-analytic review and assessment of its antecedents and affection performance[J].Journal of Business and Industrial Marketing,28(2):137-146.
WASSERMAN S,FAUST K.1994.Social network analysis:methods and applications[M].Cambridge University Press.
WATHNE K H,HEIDE J B.2000.Opportunism in interfirm relationships:forms,outcomes,and solutions[J].Journal of Marketing,64(4):36-51.
WATHNE K H,HEIDE J B.2004.Relationship governance in a supply chain network[J].Journal of Marketing,68(1):73-89.
WILLIAMSON O E.1985.Economic institutions of capitalism:firms,markets,relational[M].New York:The Free Press.
WUYTS S,GEYSKENS I.2005.The formation of buyer-supplier relationships:detailed contract drafting and close partner selection[J].Journal of Marketing,69(4):103-117.
WUYTS S,STREMERSCH S,VAN DEN BULTE C,et al.2004.Vertical marketing system for complex products:a triadic perspective[J].Journal of Marketing Research,41(4):479-487.
WYNSTRA F,SPRING M,SCHOENHERR T.2015.Service triads:a research agenda for buyer-supplier-customer triads in business services[J].Journal of Operations Management,35:1-20.
ZENG F,CHEN Y,DONG M C,et al.2015.Understanding distributor opportunism in a horizontal network[J].Industrial Marketing Management,46:171-182.
(1)综述文献请参见Wynstra et al.(2015)、Vedel et al.(2016)。