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題名:新創企業品牌聯合伙伴選擇的計算實驗研究
書刊名:中國管理科學
作者:黃春萍趙林劉璞都揚揚張芙幸
出版日期:2019
卷期:2019(8)
頁次:129-141
主題關鍵詞:新創企業品牌聯合伙伴選擇複雜適應系統理論計算實驗New ventureBrand alliancePartner selectionCAS theoryComputational experiment
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品牌聯合是新創企業克服其成長劣勢的有效策略之一。為提高新創企業選擇品牌聯合伙伴的成功率,基于復雜適應系統理論構建了新創企業品牌聯合企業主體行為活動的基本模型和主體之間、主體與環境之間的交互模型;研究了外部競爭環境、合伙企業的企業類型、品牌資產、關系承諾和聯合匹配性等特征對聯合形成的影響。結果表明:在外部環境動態變化時,越來越多的新創企業會選擇品牌聯合策略,而其選擇成熟企業還是新創企業作為聯合伙伴,并不受外部環境變化的影響。在品牌聯合系統中,作為核心的新創企業選擇合伙企業時,其自身特征并不影響其是否采取聯合策略;不管核心企業自身特征如何,均優先選擇成熟企業作為聯合伙伴;同時,合伙企業的關系承諾對聯合伙伴選擇的影響最顯著,品牌資產次之,而聯合匹配性影響不顯著。候選企業在回應核心企業的聯合請求時,其接受/拒絕聯合的決策主要取決于核心企業對其評價的結果,其次是核心企業的品牌資產。研究結果對新創企業的管理實踐具有重要的參考價值。
Brand alliance is one of the effective strategies for new ventures to overcome their growth disadvantages.In order to improve the success rate of brand alliance partner selection for new ventures,new ventures’ brand partner selection mechanism is explored using computational experiments method.Firstly,based on the complex adaptive systems(CAS)theory,process model of brand alliance partner selection is built.Secondly,the agent behavior conceptual model of new venture is constructed as the core agent in brand alliance system,and its interaction multi-agent model with other partnersand environmental agents.Thirdly,the external competitive environment and the agents’ key characteristics which effect the formation of the alliance are focused on,such as the partner venture’s type,brand equity,relationship commitment and brand alliance fit,argues that the brand alliance partner selection is a selection and discovery process of rules.Finally,the brand partner selection mechanism’computational experiment is computed.The results show that as the external environment changes dynamically,more and more new ventures will choose brand alliance strategy,but the choice between mature enterprises and new venture as a joint partner is not affected by the change of external environment.When a new venture chooses a partnership,its characteristics do not affect whether it adopts an alliance strategy.Regardless of its characteristics,the core venture prefers to the mature company as a partner;at the same time,the partnership commitment has the most significant impact on the partner selection,and the brand equity is the second one.The effect of brand alliance fit is not significant.When responding to the alliance request of the core enterprises,the candidate agents mainly depend on the degree of the evaluation by the core enterprises,followed by the brand equity.The research results have significant value for the management practice of new ventures.
 
 
 
 
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