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題名:不同聯盟型態之下經濟誘因與信任之重要性研究─以台灣清涼飲料產業為例
作者:林隆儀
作者(外文):Lin, Long Yi
校院名稱:國立臺北大學
系所名稱:企業管理學系
指導教授:黃營杉
吳青松
學位類別:博士
出版日期:2002
主題關鍵詞:外包策略聯盟策略聯盟型態經濟誘因信任OutsourcingStrategic AllianceTypes of Strategic AllianceEconomic EnticementTrust
原始連結:連回原系統網址new window
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本研究分為兩部份,第一部份為個案研究,主要是在探究策略聯盟型態;第二部份為實證研究,目的在驗證本研究的各項研究假說。
個案研究以台灣清涼飲料產業18個策略聯盟專案為對象,以電話訪問法訪問各配對廠商,瞭解策略聯盟的實際做法。研究結果發現,台灣清涼飲料產業策略聯盟可分為五種型態,本研究將之命名為生產契約型Ⅰ、生產契約型Ⅱ、配銷協定型、產品線延伸型、品牌授權型。
實證研究引用交易成本理論與社會交換理論,採用郵寄問卷訪問法,調查台灣清涼飲料產業廠商選擇策略聯盟型態時,考量策略聯盟決策因素的重要性。在回收的103件有效樣本中,利用兩母體均數差t檢定法驗證結果,有如下的發現︰
1.選擇生產契約型Ⅰ策略聯盟的廠商,考量策略聯盟決策因素時,經濟誘因的重要性高於聯盟夥伴的信任。
2.選擇生產契約型Ⅱ策略聯盟的廠商,考量策略聯盟決策因素時,經濟誘因的重要性高於聯盟夥伴的信任。
3.選擇配銷協定型策略聯盟的廠商,考量策略聯盟決策因素時,聯盟夥伴信任的重要性高於經濟誘因。
4.選擇產品線延伸型策略聯盟的廠商,考量策略聯盟決策因素時,聯盟夥伴社會關係的重要性高於降低成本、分擔風險;而降低成本、分擔風險的重要性都高於聯盟夥伴的聯盟經驗。
此外,本研究發展出一個命題︰選擇品牌授權型策略聯盟的廠商,考量策略聯盟決策因素時,聯盟夥伴信任的重要性高於經濟誘因。
本研究也提出後續研究建議方向,包括納入更多研究變數、擴大研究對象產業、以廠商為分析單位、改進衡量量表、增加樣本的蒐集等,以紮實研究設計,提高研究價值。
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