Conflict-coordination Learning in Marketing Channel Relationships: The Distributor View

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题名:	Conflict-coordination Learning in Marketing Channel Relationships: The Distributor View
作者:	張國雄 Chang, Kuo-Hsiung Donald, F.Gotcher
贡献者:	東海大學國際經營與貿易學系
关键词:	Conflict-coordination learning (CCL) Co-created value Conflict values Joint marketing strategy quality Joint profit performance
日期:	2010-02
上传时间:	2016-07-04T05:56:53Z (UTC)
摘要:	Although a fairly large body of literature exists on channel conflict management, little research has been done from an interorganizational conflict-learning perspective. This study explores how channel members can use conflict-coordination learning (CCL), as a conflict resolution mechanism, which leads to improved capabilities, which in turn can enhance co-created value in marketing channel relationships from a distributor point of view. Drawing on both a resource-based view of the firm, an absorptive capacity perspective, and an interorganizational learning approach, we propose that conflict values (positive conflict attitudes and avoidance of conflict behaviors) can be viewed as firm resources that directly influence CCL, which in turn can enhance co-created value (joint marketing strategy quality and joint profit performance). To explore these issues, we developed and tested our hypotheses with data from 101 distributors within the food industry in Taiwan. As predicted, we find that positive conflict attitudes are positively related to CCL, and that avoidance of conflict behaviors is negatively related to CCL. Furthermore, the results indicate that joint marketing strategy quality mediates the relationship between CCL and joint profit performance. Specifically, under high positive conflict attitudes, CCL strongly appears related to joint marketing strategy quality.
關聯:	Industrial Marketing Management,39(2),287 - 297
显示于类别:	[國際經營與貿易學系所] 期刊論文

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