무역상무연구 (THE INTERNATIONAL COMMERCE & LAW REVIEW)

  • 제77권
  • /
  • Pages.305-327
  • /
  • 2018
  • /
  • 1229-2036(pISSN)
한국무역상무학회 (The Korean Research Institute of International Commerce and Law)
권호 표지

Drivers of Intermediaries' Performance in Multisided Export Markets: Conceptualization and Propositional Development

  • 투고 : 2018.01.30
  • 심사 : 2018.02.21
  • 발행 : 2018.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

Export Intermediaries engage in an exporter's side transaction with an importer's side, both of which are customers of these intermediaries. Therefore, dyadic perspectives implied in conventional theories of customer orientation should be revised to apply to a triadic relationship systemin indirect export settings. The present manuscript proposed that customer orientation of export intermediaries consists of total customer orientation toward both the exporter and importer sides and customer orientation asymmetry, which is customer orientation in favor of the exporter relative to the importer side, and examines the antecedents and outcomes of these orientations. It is posited that each side attention increases total customer orientation and customer orientation asymmetry toward exporters or importers. These positive effects would be weaker when importers and exporters interact directly versus indirectly and would be stronger when the offering prices vary versus remain stable during negotiations. Lastly, total customer orientation would increase export intermediaries' performance by itself and in interaction with customer attention. Nonetheless, orientation asymmetry would increase their outcomes in line with customer attention.

키워드

참고문헌

  1. Adebanjo, D., "The Complexities of E-Reverse-Auction-Facilitated Aggregated Procurement in Digitally Clustered Organisations", Supply Chain Management, Vol. 15, No. 1, 2010.
  2. Alchian, A. A. & Demsetz. H., "Production, Information Costs, and Economic Organization", American Economic Review, Vol. 62, No. 5, 1972.
  3. Anand, K. S. & Aron, A., "Group Buying on the Web: A Comparison of Price-Discovery Mechanisms", Management Science, Vol. 49, No. 11, 2003.
  4. Anderson, E., "The Salesperson as Outside Agent or Employee: A Transaction Cost Analysis", Marketing Science, Vol. 27, No. 1, 1985.
  5. Anderson, E., Coughlan, A. T., El-Ansary, A., & Stern, L. W., Marketing Channels. Upper Saddle River, NJ: Prentice Hall, 2001.
  6. Anderson, E. & Jap, S., "The Dark Side of Close Relationships", MIT Sloan Management Review, Vol. 46 No. 3, 2005.
  7. Anderson, E. & Weitz, B., "The Use of Pledges to Build and Sustain Commitment in Distribution Channels", Journal of Marketing Research, Vol. 29 No. 1, 1992.
  8. Antia, K. D. & Frazier, G. L., "The Severity of Contract Enforcement in Interfirm Channel Relationships", Journal of Marketing Research, Vol. 65 No. 4, 2001.
  9. Archer, N. P. & Gebauer, J., "Managing in the Context of the New Electronic Marketplace", paper presented at the World Congress on the Management of Electronic Commerce, Hamilton, 2000.
  10. Axelrod, R., The Evolution of Cooperation. New York: Basic Books, 1984.
  11. Bakos, Y. J., "A Strategic Analysis of Electronic Marketplaces", MIS Quarterly, Vol. 15 No. 3, 1991.
  12. Bello, D. C., Chelariu, C. & Zhang, L., "The Antecedents and Performance Consequences of Relationalism in Export Distribution Channels", Journal of Business Research, Vol. 56 No. 1, 2003.
  13. Bensaou, M. & Anderson, E., "Buyer-Supplier Relations in Industrial Markets: When Do Buyers Risk Making Idiosyncratic Investments?" Organization Science, Vol. 10 No. 4, 1999.
  14. Bucklin, L. P. & Sengupta, S., "Organizing Successful Co-Marketing Alliances", Journal of Marketing, Vol. 57 No. 2, 1993.
  15. Buvik, A. & John, G., "When Does Vertical Coordination Improve Industrial Purchasing Relationships?" Journal of Marketing, Vol. 64 No. 4, 2000.
  16. Carter, C. R. & Stevens, C. K., "Electronic Reverse Auction Configuration and Its Impact on Buyer Price and Supplier Perceptions of Opportunism: A Laboratory Experiment", Journal of Operations Management, Vol. 25 No. 5, 2007.
  17. Cavusgil, S. T., Yeoh, P. L. & Mitri, M., "Selecting Foreign Distributors: An Expert Systems Approach", Industrial Marketing Management, Vol. 24 No. 4, 1995.
  18. Chakravorti, S. & Roson, R., "Platform Competition in Two-Sided Markets: The Case of Payment Networks", Review of Network Economics, Vol. 5 No. 1, 2006.
  19. Chatterjee, D. & Ravichandran T., "Beyond Exchange Models: Understanding the Structure of B2B Information Systems", Information Systems and e-Business Management, Vol. 22 No. 3, 2004.
  20. Chesbrough, H., "Bringing Open Innovation to Services", MIT Sloan Management Review, Vol. 52 No. 2, 2011.
  21. Choudhury, V., Hartzel, K. S., & Konsynski, B. R., "Uses and Consequences of Electronic Markets: An Empirical Investigation in the Aircraft Parts Industry", MIS Quarterly, Vol. 22 No. 4, 1998.
  22. Cook, K. S., Cheshire, C., Rice, E. W., & Nakagawa. S., "Social Exchange Theory", in Handbook of Social Psychology, 2nd ed., John DeLamater and Amanda Ward, eds. Amsterdam: Springer, 2013.
  23. Dagenais, T. & Gautschi, D., Net Markets: Driving Success in the B2B Networked Economy. Toronto: McGraw- Hill Ryerson Ltd., 2002.
  24. Day, G. S., "Advantageous Alliances", Journal of the Academy of Marketing Science, Vol. 23 No. 4, 1995.
  25. Day, G. S. Fein, A. J., & Ruppersberger, G., "Shakeouts in Digital Markets: Lessons from B2B Exchanges", California Management Review, Vol. 45 No. 2, 2003.
  26. Dube, J. P., Hitsch, G. J., & Rossi, P. E., "State Dependence and Alternative Explanations for Consumer Inertia", RAND Journal of Economics, Vol. 41 No. 3, 2010.
  27. Emerson, R. M., "Power-Dependence Relations", American Sociological Review, Vo1. 27 No. 1, 1962.
  28. Evans, D. S. & Schmalensee, R., "Failure to Launch: Critical Mass in Platform Businesses", Review of Network Economics, Vol. 9 No. 4, 2010.
  29. Foss, N. J. & Laursen, K., "Performance Pay, Delegation and Multitasking Under Uncertainty and Innovativeness: An Empirical Investigation", Journal of Economic Behavior & Organization, Vol. 58 No. 2, 2005.
  30. Frazier, G. L., "Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective", Journal of Marketing, Vol. 47 No. 4, 1983.
  31. Ganesan, S., Brown, S. P., Mariadoss, B. J., & Ho, H., "Buffering and Amplifying Effects of Relationship Commitment in Business-to-Business Relationships", Journal of Marketing Research, Vol. 47 No. 2, 2010.
  32. Gatignon, H. & Anderson, E., "The Multinational Corporation's Degree of Control over Foreign Subsidiaries: An Empirical Test of a Transaction Cost Explanation", Journal of Law Economics and Organization, Vol. 4 No. 2, 1998.
  33. Gawer, A. & Cusumano, M. A., "How Companies Become Platform Leaders", MIT Sloan Management Review, Vol. 49 No. 2, 2008.
  34. Gebauer, J. & Mahoney, J. T., "Joining Supply and Demand Conditions of IT Enabled Change: Toward an Economic Theory of Interfirm Modularisation", International Journal of Strategic Change Management, Vol. 5 No. 2, 2014.
  35. Geyskens, I., Steenkamp, J. B., & Kumar, N., "Make, Buy, or Ally: A Meta-Analysis of Transaction Cost Theory", Academy of Management Journal, Vol. 49 No. 3, 2006.
  36. Gilliland, D. I., Bello, D. C., & Gundlach, G. T., "Control-Based Channel Governance and Relative Dependence", Journal of the Academy of Marketing Science, Vol. 38 No. 4, 2010.
  37. Grewal, R., Chakravarty, A., & Saini, A., "Governance Mechanisms in Business-to-Business Electronic Markets", Journal of Marketing, Vol. 74 No. 4, 2010.
  38. Gupta, S. & Lehmann, D. R., Managing Customers as Investments. Philadelphia: Wharton School Publishing, 2005.
  39. Hagiu, A. & Wright, J., "Marketplace or Reseller?" Working Paper 13-092, Harvard Business School, Harvard University, 2013.
  40. Haruvy, E. & Jap, S. D., "Designing B2B Markets", in Handbook on Business-to-Business Marketing, Gary Lilien and Rajdeep Grewal, eds. Cheltenham, UK: Edward Elgar Publishing, 2012.
  41. Homburg, C., Muller, M., & Klarmann, M., "When Should the Customer Really Be King? On the Optimum Level of Salesperson Customer Orientation in Sales Encounters", Journal of Marketing, Vol. 75 No. 2, 2011.
  42. Heide, J. B., "Interorganizational Governance in Marketing Channels", Journal of Marketing, Vol. 58 No. 1, 1994.
  43. Heide, J. B. & John, G., "Alliances in Industrial Purchasing: The Determinants of Joint Action in Buyer-Supplier Relationships", Journal of Marketing Research, Vol. 27 No. 1, 1990.
  44. Jaworski, B. J. & Kohli, A. K., "Market Orientation: Antecedents and Consequences", Journal of Marketing, Vol. 57 No. 3, 1993.
  45. Kambil, A. & Van Heck, E., Making Markets: How Firms Can Design and Profit from Online Auctions and Exchanges. Boston: Harvard Business Press, 2002.
  46. Kaplan, S. & Sawhney, M., "E-Hubs: The New B2B Marketplaces", Harvard Business Review, Vol. 78 No. 3, 2000.
  47. Kauffman, R. J. & Wood, C. A., "The Effects of Shilling on Final Bid Prices in Online Auctions", Electronic Commerce Research and Applications, Vol. 4 No. 1, 2005.
  48. Kim, S. K., McFarland, R. G., Son, S. K. S., & Griffith, D. A., "Understanding Governance Decisions in a Partially Integrated Channel: A Contingent Alignment Framework", Journal of Marketing Research, Vol. 48 No. 3, 2011.
  49. Kirca, A. H., Jayachandran, S., & Bearden, W. O., "Market Orientation: A Meta-Analytic Review and Assessment of Its Antecedents and Impact on Performance", Journal of Marketing, Vol. 69 No. 2, 2005.
  50. Kohli, A. K. & Jaworski, B. J., "Market Orientation: The Construct, Research Propositions, and Managerial Implications", Journal of Marketing, Vol. 54 No. 2, 1990.
  51. Kumar, A., Heide, J. B., & Wathne, K. H., "Performance Implications of Mismatched Governance Regimes across External and Internal Relationships", Journal of Marketing, Vol. 75 No. 2, 2011.
  52. Kumar, N., Scheer, L. K., & Steenkamp, J. B. E. M., "The Effects of Perceived Interdependence on Dealer Attitudes", Journal of Marketing Research, Vol. 32 No. 3, 1995.
  53. Kumar, V. & Reinartz, W., Customer Relationship Management: Concept, Strategy and Tools. Berlin: Springer-Verlag, 2012.
  54. Lambe, C. J., Spekman, R. E., & Hunt, S. D., "Interimistic Relational Exchange: Conceptualization and Propositional Development", Journal of the Academy of Marketing Science, Vol. 28 No. 2, 2000.
  55. Lee, H. G., "Do Electronic Marketplaces Lower the Price of Goods?" Communications of the ACM, Vol. 41 No. 1, 1998.
  56. Lusch, R. F. & Laczniak, G. R., "The Evolving Marketing Concept, Competitive Intensity and Organizational Performance", Journal of the Academy of Marketing Science, Vol. 15 No. 3, 1987.
  57. Manchanda, P. & Chu, J., "An Empirical Study of Online C2C Platforms in China", working paper , Institute for Asian Consumer Insight, Nanyang Technological University, 2013.
  58. McIvor, R. & Humphreys, P., "The Implications of Electronic B2B Intermediaries for the Buyer-Supplier Interface", International Journal of Operations & Production Management, Vol. 24 No. 3, 2004.
  59. Monteverde, K. & Teece, D. J., "Supplier Switching Costs and Vertical Integration in the Automobile Industry", Bell Journal of Economics, Vol. 13 No. 1, 1982.
  60. Narver, J. C. & Slater, S. F., "The Effect of a Market Orientation on Business Profitability", Journal of Marketing, Vol. 54 No. 4, 1990.
  61. Niederle, M., Roth, A. E., & Sonmez, T., "Matching and Market Design", in The New Palgrave Dictionary of Economics, Steven N. Durlauf and Lawrence E. Blume, eds. Basingstoke, UK: Palgrave Macmillan, 2008.
  62. Ouchi, W. G., "Markets, Bureaucracies, and Clans", Administrative Science Quarterly, Vol. 25 No. 1, 1980.
  63. Palmatier, R. W., Dant, R. P., & Grewal, D., "A Comparative Longitudinal Analysis of Theoretical Perspectives of Interorganizational Relationship Performance", Journal of Marketing, Vol. 71 No.4, 2007.
  64. Pavlou, P. A. & El-Sawy, O. E., "A Classification Scheme for B2B Exchanges and Implications for Interorganization eCommerce", in Business to Business Electronic Commerce: Challenges and Solutions, M. Warkentin, ed. Hershey, PA: IDEA Group Publishing, 2002.
  65. Pfeffer, J. & Salancik, G., The External Control of Organizations: A Resource Dependence Perspective. New York: Harper and Row, 1978.
  66. Ramani, G. & Kumar, V., "Interaction Orientation and Firm Performance", Journal of Marketing, Vol. 72 No. 1, 2008.
  67. Rindfleisch, A. & Moorman, C., "Interfirm Cooperation and Customer Orientation", Journal of Marketing Research, Vol. 40 No. 4, 2003.
  68. Rochet, J. C. & Tirole, J., "Two-Sided Markets: A Progress Report", RAND Journal of Economics, Vol. 37 No. 3, 2006.
  69. Rokkan, A. I., Heide, J. B., & Wathne, K. H., "Specific Investments in Marketing Relationships: Expropriation and Bonding Effects", Journal of Marketing Research, Vol. 40 No. 2, 2003.
  70. Rosson, P. J. & Ford, I. D., "Manufacturer-Overseas Distributor Relations and Export Performance", Journal of International Business Studies, Vol. 13 No. 2, 1982.
  71. Sawhney, M., Verona, G. & Prandelli, E., "Collaborating to Create: The Internet as a Platform for Customer Engagement in Product Innovation", Journal of Interactive Marketing, Vol. 19 No. 4, 2005.
  72. Shipley, D., Cook, D., & Barnett, E., "Recruitment, Motivation, Training, and Evaluation of Overseas Distributors", European Journal of Marketing, Vol. 23 No. 2, 1989.
  73. Sridhar, S., Mantrala, M. K., Naik, P. A., & Thorson, E., "Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence, and Application", Journal of Marketing Research, Vol. 48 No. 6, 2011.
  74. Stump, R. L. & Heide, J. B., "Controlling Supplier Opportunism in Industrial Relationships", Journal of Marketing Research, Vol. 33 No. 4, 1996.
  75. Varadarajan, P. R. & Cunningham, M. H., "Strategic Alliances: A Synthesis of Conceptual Foundations", Journal of the Academy of Marketing Science, Vol. 23 No. 4, 1995.
  76. Voss, G. B. & Voss, Z., "Strategic Orientation and Firm Performance in an Artistic Environment", Journal of Marketing, Vol. 64 No. 1, 2000.
  77. Wang, C. X. & Benaroch, M., "Supply Chain Coordination in Buyer Centric B2B Electronic Markets", International Journal of Production Economics, Vol. 92 No. 2, 2004.
  78. Williamson, O. E., The Mechanisms of Governance. New York: Oxford University Press, 1996.