The Dark Side of Relationship between Firms in a Power Asymmetry Relationship
| Autor: | Chia-Rong Wu, 吳佳蓉 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Recently, there are not only the researches about positive side of relationship, but also the negative side one, like relationship asymmetry, inertia, conflict, opportunism, relationship dissolution…etc., which has been aroused more and more attention in marketing area. This research may want to admonish the firms in the process of developing and maintaining relationship is not totally perfect. There are some frictions behind good relationship, and which also the reason for forming good relationship. This is so called”the dark side of relationships”. According to Yovovich (1991) and Gummesson(1996) research, the relationships are not always balance. Even the partners have balanced capabilities, they are still being relative strong and weak. The study uses power asymmetry as one asymmetry relationship, and extends the inertia and the tension perspective from Das and Teng(2000), including behaviorial tension(cooperation VS. competition), structural tension (flexibility VS. rigidity) and psychological tension(long-term orientation VS. short-term orientation), which respectively to confer the dark side and relationship quality under power asymmetry relationship. We mailed questionnaires to Top 1000 manufacturing industry from Common Wealth Magazine to explore the research and used factor analysis, correlation analysis, the regression analysis, and LISREL linear structure statistical analysis. The results confirm that the power asymmetry, unbalanced relationship tension has negative effects on relationship quality. The results also confirm that the power asymmetry has positive effects on unbalanced relationship tension and inertia. This research not only proposed academic implication but also recommend firms some practical suggestion. These practical suggestions would be helpful for firms. While developing and maintaining relationships with other firm, firms can notice the concept of “the dark side of relationships” and remove it. There firms can have a better relationship. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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