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研究生： 馮文義
Feng, Wen-Yi
論文名稱： B2B複合關係之個案研究 - 以蝴蝶蘭產業為例
B2B Compound Relationships - A Case Study on the Phalaenopsis Industry
指導教授： 張心馨
Chang, Hsin-Hsin
學位類別： 碩士
Master
系所名稱： 管理學院 - 企業管理學系碩士在職專班
Department of Business Administration (on the job class)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 205
中文關鍵詞： 蝴蝶蘭 、複合關係 、動態循環
外文關鍵詞： Phalaenopsis, Compound Relationships, B2B, Dynamic Cycle
相關次數： 點閱：65  下載：1 
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    • 自1970年代開始，公司與公司之間的複合關係(compound relationships)，已實際發展於許多產業當中，雖然此名詞直到2007年才第一次由Ross與Robertson學者提出。最近十年來，蝴蝶蘭已經快速發展成為全球盆花市場中最重要的作物，為了在劇烈的市場競爭下取得更多的資源，公司之間的關係發展也越趨向複雜，複合關係的管理議題更顯重要。本研究延伸Morgan與Hunt (1994)的承諾-信任理論架構，分別訪談了來自歐洲、美洲及亞洲蝴蝶蘭產業中六個個案公司，以探討每一個個案中公司與公司之間複合關係的發展。由個案研究發現，在B2B複合關係發展中，除了原理論架構中所強調之承諾與信任等重要中介因素及關係終止成本、關係利益、分享價值、溝通及投機行為等前置因子，對於長期夥伴關係發展影響甚巨之外；其他前置因子如資源互補性(Complementary Resources)、相互了解程度(Mutual Understanding)、開放程度(Openness)及權力關係(Power)也會影響其關係品質的發展。而且，本研究還發現外在環境因素如市場趨勢與競爭(Market Trends and Competition)也在B2B複合關係發展中扮演重要的干擾因素，進而影響其複合模式(Patters of Compound Relationship)及主要關係(Dominant Relationship)之變化。本研究同時還發現，上述所有因子的互動，產生了動態循環(Dynamic Cycle)的發展模式。最後，本研究針對公司與公司之間的複合關係發展，提出了動態循環(Dynamic Cycle)的概念性架構，以作為未來學界與業界的研究論證及管理建議。

    B2B compound relationships had been developed in many industries since 1970s, though the term was first introduced by Ross and Robertson in 2007. Phalaenopsis business has been a fast growing trend in global potted plants market for the last ten years, in addition, it has developed into a significantly globalized industry where companies involved in international relationships are tending to develop more highly complex relationships for gaining competitive advantages, thus the management of B2B compound relationships becoming important issues. In this study, interviews were conducted with six cases growers from Europe, America and Asia based on the extension structure from Morgan and Hunt’s (1994) commitment-trust theory. Findings from this study are to verify commitment, trust and satisfaction as key mediating variables to the B2B compound relationships as well as the antecedents (relationship termination costs, relationship benefits, shared values, communication, and opportunistic behavior) illustrated in the KMV model. More findings also indicate the parameters like complementary resources, mutual understanding, openness and power as the antecedents to relationship quality development; together with interactions between external environmental factors like market trends and competition as moderators and the changes of compound relationships pattern and its dominant relationship. The author proposes a conceptual framework of dynamic cycle on B2B compound relationships development for further theoretical research and managerial implications.

    ABSTRACT I 摘要 II 誌謝 III TABLE OF CONTENTS V LIST OF FIGURES IX CHAPTER 1 INTRODUCTION 1 1.1 RESEARCH BACKGROUND AND MOTIVATIONS 1 1.2 RESEARCH OBJECTIVES 5 1.3 RESEARCH PROCEDURES 6 CHAPTER 2 LITERATURE REVIEW 8 2.1 THE PHALAENOPSIS INDUSTRY 8 2.2 COMPOUND RELATIONSHIPS 10 2.2.1 The simple relationship and its four basic types 10 2.2.2 The nature of compound relationships 11 2.2.3 Patterns of compound relationships 12 2.2.4 Dominant relationship 13 2.3 KEY MEDIATING VARIABLES MODEL 14 CHAPTER 3 CONCEPTUAL MODEL AND METHODOLOGY 19 3.1 CONCEPTUAL FRAMEWORK 19 3.2 RESEARCH METHODS 21 3.3 SURVEY QUESTIONNAIRE DESIGN 22 3.4 SAMPLE PLAN 23 3.5 INTERVIEW PROCEDURE 25 CHAPTER 4 CASE ANALYSIS AND DISCUSSION 27 4.1 BACKGROUND OF THE CASE COMPANIES 27 4.1.1 HE (Denmark) VS SOGO Orchids and the NEON Group 27 4.1.2 EL (NY, USA) VS SOGO Orchids 29 4.1.3 L&G (Holland) VS the 6 growers’ group in Holland 30 4.1.4 MMH (Switzerland and Germany) VS the NEON Group 31 4.1.5 RF (CA, USA) VS Company K in California 33 4.1.6 HKS (Japan) VS three different groups in Japan 34 4.2 RESULTS AND DISCUSSION 38 4.2.1 Parameters in the KMV model 38 4.2.1.1 Antecedents of the relationship 38 (1) Relationship termination costs & relationship benefits 38 (2) Shared values 40 (3) Communication 42 (4) Opportunistic behavior 44 4.2.1.2 Relationship quality: trust, commitment and satisfaction 47 4.2.1.3 Long-term relationships 52 4.2.2 Parameters added in the revised research framework 54 4.2.2.1 More antecedents of relationships 55 (1) Complementary resources 55 (2) Level of mutual understanding: openness, power and dependence 58 4.2.2.2 Moderator: external environmental parameters 61 4.2.3 Compound relationships 66 4.2.3.1 Patterns of compound relationships and their dominant relationships 66 4.2.3.2 The dynamic cycle 70 4.3 THE REVISED FRAMEWORK FOR THIS STUDY 72 CHAPTER 5 CONCLUSIONS AND RECOMMENDATIONS 81 5.1 SUMMARY OF FINDINGS 81 5.2 THEORETICAL IMPLICATIONS 82 5.3 MANAGERIAL IMPLICATIONS 84 5.4 LIMITATIONS AND FUTURE RESEARCH 86 REFERENCES 88 APPENDIX A INTERVIEW QUESTIONNAIRES 94 APPENDIX B SUPPLYMENT TO THE INTERVIEW QUESTIONNAIRES 99 APPENDIX C BASIC INFORMATION OF THE CASE COMPANIES 103 APPENDIX D SUMMARY OF THE CASES’ COMPOUND RELATIONSHIPS STATUS 105 APPENDIX E REVISED CONCEPTUAL FRAMEWORK 108 APPENDIX F FACTS AND FIGURES PHALAENOPSIS INDUSTRY IN EUROPE 110 APPENDIX G FACTS AND FIGURES PHALAENOPSIS INDUSTRY IN THE USA 113 APPENDIX H FACTS AND FIGURES PHALAENOPSIS INDUSTRY IN JAPAN 115 APPENDIX I VERBATIM OF CASE HE 120 APPENDIX J VERBATIM OF CASE EL 135 APPENDIX K VERBATIM OF CASE L&G 152 APPENDIX L VERBATIM OF CASE MMH 170 APPENDIX M VERBATIM OF CASE RF 182 APPENDIX N VERBATIM OF CASE HKS 195

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