Network agility as a trigger for enhancing firm performance: A case study of a high-tech firm implementing the mixed channel strategy
Network agility as a trigger for enhancing firm performance: A case study of a high-tech firm implementing the mixed channel strategy
复制标题
DOI：
10.1016/j.indmarman.2011.01.001
复制
发表时间：
2011-05-01
影响因子：
10.3
通讯作者：
Chiang, Ai-Hsuan
中科院分区：
文献类型：
--
作者：
Chen, Wun-Hwa;Chiang, Ai-Hsuan
原始设备制造商（OEM）可以通过产品制造的完全外包来降低劳动力成本，释放资本投资，提高企业的敏捷性。OEM可以专注于最有价值的流程，例如研发和营销。然而，合同制造商（CM）可能会决定培育自己的品牌，并与零售商或分销渠道建立自己的关系。OEM和CM之间的利益冲突可以通过实施混合渠道战略来减少。标签许可是实施过程中最重要的组成部分，可增强中药的营销能力，使其能够向价值链上游移动。在本研究中，一个案例研究，涉及在光存储介质行业的供应链网络开发一个概念模型来解释如何混合渠道策略和上级网络敏捷性提高企业绩效。本研究认为，资讯系统整合透过网路敏捷性影响企业绩效，而混合式通路策略提升财务绩效。此外，研究结果表明，网络敏捷性与混合渠道战略和财务绩效之间的关系的调节作用。(C)2011 Elsevier Inc. All rights reserved.
Original equipment manufacturers (OEMs) can reduce labor costs, free up capital investment and enhance firm's agility by full outsourcing of product manufacturing. OEMs can then focus on the most valuable processes, e.g. R&D and marketing. However, contract manufacturers (CMs) may decide to foster their own brand and forge their own relationships with retailers or distribution channels. The conflicts of interest between OEMs and CMs can be reduced by implementing a mixed channel strategy. Label licensing, the most essential component in the implementation, enhances the marketing capability of a CM and allows it to move up the value chain. In this research, a case study involving a supply chain network in the optical storage media industry is used to develop a conceptual model to explain how a mixed channel strategy and superior network agility enhance firm performance. This study argues that information system integration influences firm performance through network agility, and that the mixed channel strategy boosts financial performance. Moreover, the result proposes that network agility is associated with a moderating effect on the relationship between the mixed channel strategy and financial performance. (C) 2011 Elsevier Inc. All rights reserved.