以代理理論觀點探討製造商對零售通路的管理策略
Other Title
Managing Manufacturer-Retailer Relationships in an Agency Theoretic Per spective
Date Issued
2001
Date
2001
Author(s)
翁景民
DOI
892416H002103
Abstract
The importance of developing more
productive relationships between
manufacturers and retailers is recognized
widely. The retailers' shelf space will be
more competitive by manufacturers. The
related cost for retail channels and additional
expenditures are costly. Therefore, a
particularly important aspect of these
relationships is retailer participation in
manufacturers-sponsored marketing
strategies or in-store display programs. These
manufacturers and retailers will get more
integrated channel profit. It is not surprising
that manufacturers consider gaining retailer
participation their single most important
problem regarding marketing strategies. In
the agency relationship, some manufacturers'
functions or tasks are worked by retailers.
The information asymmetric between
principals (manufacturers) and agents
(retailers) results in agency problems. The
manufacturers will suffer risk and loss due to
hazard risk and inverse selection. We adopt
agency theory to explain the practical
manufacturers-retailers relationship will clear
their relationship structure and problems.
Currently, several different research streams
focus on the antecedent conditions that
promotion certain relationship behaviors or
limit opportunism. Economic theory has
explored the capability of incentive structures
to produce certain patterns of behavior. Researchers in organization theory have
focused on monitoring, and sociological
research has explored the effects of social
networks and interpersonal attachments. We
will study the effect of incentives, monitoring,
and interpersonal attachment as well as the
interaction among these mechanisms in
manufacturers-retailers relationships.
Subjects
Agency Theory
Incentive
Design
Design
Monitoring
Interpersonal
Attachments
Attachments
Publisher
臺北市：國立臺灣大學工商管理學系
Type
report
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