Trust at Different Organizational Levels

《Trust at Different Organizational Levels》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、Eric(Er)Fang,RobertW.Palmatier,LisaK.Scheer,&NingLiTrustatDifferentOrganizationalLevelsTheauthorsexploretheeffectsoftrustatthreedistinctorganizationallevelsinamarketingcollaboration:interorganizationaltrustbetweencollaboratingfirms,eachfirm’sagencytrustinitsownrepresentativesassign

2、edtoacollaborativeentity(coentity),andintraentitytrustamongtherepresentativesassignedtothecoentity.Dyadicsurveyandlongitudinalobjectiveperformancedatafrom114internationaljointventuresindicatethattrustateachlevelhasuniqueeffectsbutsimilarlyinfluencesthecollaboratingfirms’resourceinv

3、estmentsorthecoentity’suseofthoseresources.Interorganizationalandagencytrustmotivateresourceinvestmentsinthecoentity,particularlyinthecontextofadifferentiationstrategy,whereasintraentitytrustpromotescoordinationwithinthecoentity,andinterorganizationaltrustandadifferentiationstrateg

4、ymagnifythateffect.Intraentitytrustcanalsounderminecoentityresponsivenesstoenvironmentalchange,especiallywhenjoinedbyinterorganizationaltrustbetweencollaboratingfirmsandformalizeddecisionmakingwithinthecoentity.Thesefindingsdemonstratethatmanagingandbuildingtrustatmultiplelevelsisc

5、riticaltothesuccessofinterorganizationalmarketingcollaborations.Keywords:trust,interorganizationalrelationship,strategy,performancenterorganizationalcollaborationiscriticaltomarketers’relations”(Buchel2003,p.91).Buchel(2003)describessuccessintheglobalmarketplace;eventhefewfirmshowt

6、hefundamentallackoftrustamongkeyconstituentsIthathavethenecessaryresourcestoconsideroperatingledtoconflictandtheultimatedissolutionofaventureindependentlytypicallychoosetofocusontheirdistinctivebetweenLeicaandZeissthataimedtobecomethekeysup-competenciesandcollaboratewithpartnersfor

7、moreplierofelectronmicroscopes.Coentityfailuresoftenareperipheraloperations.Interfirmmarketingcollaborationsattributedtoalackoftrust(InkpenandBeamish1997),inoftenentailtheformationofacollaborativeentityorwhichcontexttrustreferstoawillingnesstorelyonanothercoentity—anidentifiedsetof

8、employeesfromeachcollabo-(