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( Minhwan Lee ),( Yongjune Kim ) 서암순창장학회 2014 Journal of Marketing Thought Vol.1 No.1
Network theory is the dominant paradigm to explain marketing channel relationship. We find out inconsistent and conflicting results depending on each focus, and then the necessity is aroused to generate coherent direction. To integrate these theories, we look closely at each theory and find out similarities and differences. Combining these seminar researches taking comparability and difference, this paper develops a conceptual framework to provide an integrative perspective. Extending from micro-level to macro-level, this research can embrace these theories that have different assumptions, outcomes, and critical roles in network. Also we examines not only main effects of embeddedness and structural hole but also moderating effects of type of network and type of information. As a result, this research can not only resolve existing conflicting empirical results of researches but also suggest a consistently predictable direction, and provide theoretical and practical implications.