摘要
本文以组织行为领域中的组织揭发行为研究为基础,将揭发的概念拓展至渠道背景中,并将它定义为某一渠道成员观察到同一渠道中不同层级或不同渠道中同一层级的渠道伙伴的错误行为,并向可以对这一行为施加影响的组织采取揭发的行为。在此基础上,本文遵循渠道行为理论的研究范式,以交易成本理论、公平理论和社会网络理论等为基础,建立了一个关于渠道揭发的概念模型,并提出若干命题,探讨渠道揭发的驱动因素(组织特征、组织间特征、网络特征和环境特征)和影响结果(渠道经济绩效和渠道关系绩效),以启发后续的实证研究。
The establishment and maintaining of long-term and close cooperation between enterprises not only require companies to fulfill their obligations stipulated in the contract（ i. e. in-role behavior）,but also require them to actively undertake additional obligations beyond the extent of responsibilities specified in the contract,namely partner extra-role behavior,which can improve the relationship quality between enterprises,promote mutual trust,thus reducing the transaction cost,improving the performance and satisfaction of both parties. Therefore,partner extra-role behavior has received more and more attention in the area of marketing channel. It origins from organizational behavior area in which organizational extra-role behavior refers to an employee doing more than what is formally required for the good of his organization. Wuyts at first applied it to marketing channel context and defined partner extra-role behavior as a kind of voluntary effort of a channel member exerted beyond the extent of responsibility of the contract,for the benefit of its partners or the performance of the channel relationship. At present,the research on partner extra-role behavior is still in its early stage,one of the few existing studies have found that the atmosphere of cooperation between enterprises,patners＇ sourcing strategy,switching cost,the degree of detailed contract,shared values between channel members and fairness can promote partner extra-role behavior which in turn effectively improve the performance of the enterprise itself and the whole channel relationship. From the point of research literature,the existing studies over partner extra-role behavior are basically discussing its driving factors and influence on performance and relationship quality with an underlying assumption that partner extra-role behavior refers to a whole conception,neglecting its specific types and their distinctive mechanisms. In organizational behavior field,in contrast,extra-role behavior is considered to be a concept of which the connota
出处
《经济管理》
CSSCI
北大核心
2018年第3期145-158,共14页
Business and Management Journal ( BMJ )
基金
国家自然科学基金面上项目"三元渠道网络中的投机行为:企业反应策略与治理机制研究"(71772031)
关键词
营销渠道
渠道揭发
角色外行为
渠道网络
渠道绩效
marketing channel
channel whistle-blowing
extra-role behavior
channel network
channel performance
