복수지배구조 유통경로에서 관계적 규범에 대한 제도화 과정의 영향

다국어 초록 (Multilingual Abstract)

Plural governance has been a general mode in the marketing channels because of the abundant advantage of the ‘Make and Buy’governance. The different arguments of plural governance are varyfing the interaction between the internal and the external marketing channels. This study focuses in the institutional process as a main factor of explaining this interaction. Therefore, the objectives of this study are to identify and to test the effect of institutional process on relational norms as the performance of inter-organizational interaction in plural governance. The institutional process is specified into six dimensions: imposition, inducement, authorization, imitation, imprinting, and bypassing. The relational norms are hypothesized as the second-order factor structure of flexibility, information exchange, and solidarity. After reviewing prior researches, this study posits six hypotheses:<Hypotheses>1. Symmetric imposition mechanisms in the internal and the external marketing channels will foster relational norms of focal dyad.2. Attractive inducement of developing relationship between the internal and the external marketing channels will foster relational norms of focal dyad.3. Authorization process for organizational legitimacy of the external marketing channels will foster relational norms of focal dyad.4.Propensity of the external marketing channels’imitation of the internal marketing channels managerial style will foster relational norms of focal dyad.5. High imprinting level of the external marketing channel on the channel operation style of the internal marketing channel will foster relational norms of focal dyad.6.Possibility of bypassing the formal process of decision-making with the internal marketing channel will foster relational norms of focal dyad.The result of survey from 169 key informants (owner or manager) of gas stations supported four hypotheses. The symmetric imposition mechanism, attrativeness of inducement, propensity of imitation and imprinting affected the fostering relational norms. However, two hypotheses were rejected since relational norms were not affected by authorization process, and since bypassing was negatively related with relational norms.

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