买卖关系吸引力研究[国际营销前沿文献阳民选读]

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买卖关系吸引力研究[国际营销前沿文献阳民选读]
Towards an understanding of attraction in buyer—supplier relationships

[摘要]：本文探讨了在买卖二元体中一个公司如何被另一个公司所吸引，关注作为对控制模式的管理方式的替代的关系模式的管理方式。本文研究认为，为了提高价值创造和在买卖关系中的价值转移，仅仅优化和协调管理控制系统是不够的。遵循Dwyer等学者的思路[1]，本文讨论了买卖关系的互相吸引是重要的，并可以通过一系列的感性的途径和措施以提高合同当事人的绩效。一个关于吸引力的概念模型是以社会交换理论作为理论基础的，提出了三种行为约束：预期价值、相互信任和相互依赖。吸引力的这三个范畴之间的交互作用使得二元体相互靠近或者越来越远。最后，本文还讨论了该研究的隐含意义与实际运用。

Abstract: This paper explores how firms are attracted to one another within buyer supplier dyads. It draws attention to ways of managing in a relational mode as an alternative to managing in a controlling mode. This study argues that in order to improve value creation and value transfer in buyer supplier relationships it is not enough to optimize and coordinate management and control systems. Following Dwyer et al.[Dwyer,R., Schurr, P.H.and Oh, S.(1987) Developing buyer seller relationships. Journal of Marketing,51:1127.], it argues that mutual
attraction
is important in developing relationships. It is also argued that this can be achieved through a range of perceptual approaches and actions, which enhance performance between the Parties involved. A conceptual model of attraction is developed with theoretical underpinnings in social exchange theory. It proposes three behavioral constraints: expected value, trust, and dependence. These components of attraction interact to draw dyadic parties closer together or push them apart. Finally, implications for research and practice are discussed.
[关键词]：
买卖关系；关系价值；相互信任；相互依靠；吸引力
Buyer
supplier
relationships
Relationship
value
Trust
Dependence
Attraction

[1]参见：Dwyer, R., Schurr , P.H.and Oh, S.（1987）. Developing buyer seller relationships. Journal of Marketing, 51:1127

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关键词：国际营销 买卖关系 营销前沿 阳民选 吸引力 当事人 吸引力 国际 买卖 模型

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