MODERATING EFFECTS OF BUYERS’ PURCHASING STRATEGIES ON THE RELATIONSHIP BETWEEN SUPPLIERS’ TRANSACTION SPECIFIC INVESTMENTS AND THEIR FIRM PERFORMANCE
(주)코리아스칼라
- 최초 등록일
- 2016.08.09
- 최종 저작일
- 2016.07
- 23페이지/ 어도비 PDF
- 가격 6,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Jeomhong Yoon, Junyean Moon
영어 초록
This research examines effects of supplying firms’ transaction specific investments on their firm performance through buyers’ trust and commitment. In this process, the research investigates moderating effects that buying firms’ purchasing strategies, which consist of relational strategy (competitive or cooperative purchasing strategy) and cost-reduction strategy (purchase price-based or total cost-based purchasing strategy), have on buyers’ commitment and suppliers’ performance.
The study proposes a conceptual model integrating relationship marketing and purchasing strategy researches regarding business-to-business supplier-buyer relationships and test hypotheses derived from the conceptual model. Data were collected through a survey, and 248 purchasing managers participated in the survey.
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