Manufacturers’ and Distributors’ Capabilities Influencing Dual Channel Choice
Manufacturers’ and Distributors’ Capabilities Influencing Dual Channel Choice
复制标题
影响双渠道选择的制造商和分销商的能力
DOI：
10.1108/mip-06-2019-0336
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发表时间：
2020
影响因子：
4.4
通讯作者：
Ryuta Ishii
中科院分区：
文献类型：
--
作者：
Aika Monden;Yusuke Zennyo;Ryuta Ishii
许多制造商实施双渠道战略，可以定义为同时使用集成和独立的分销渠道为同一产品线。本研究以资源基础理论为基础，探讨制造商与分销商的能力如何影响制造商双通路策略的选择。该研究还探讨了组织能力和渠道结构之间的配合如何影响渠道系统performance.Design/methodology/approachEmpirical测试进行了调查数据收集262日本企业对企业制造商。本研究进行了多项逻辑回归分析，以检查双渠道战略的前因和在测试，以检查其性能implicationsFindingsThe结果表明，制造商的信息能力和分销商的销售能力的可用性影响制造商是否选择双渠道战略，市场动荡的缓和这两个能力因素的影响。研究结果还表明，制造商可以提高他们的渠道系统性能，通过选择适合组织capability.Originality/valueMost以往的研究采用交易成本理论，以确定双渠道战略的选择驱动因素。然而，这些研究忽略了资源/能力的异质性。关于能力因素是否影响双渠道策略，以及这种选择如何与渠道系统性能联系起来，人们知之甚少。通过解决这一知识差距，本研究有助于提高我们对双通道的理解。
PurposeMany manufacturers implement a dual channel strategy, which can be defined as the simultaneous use of integrated and independent channels of distribution for the same product line. This study employs the resource-based theory and examines how manufacturers' and distributors' capabilities affect manufacturers' choices of dual channel strategy. The study also examines how fit between organisational capability and channel structure affects channel system performance.Design/methodology/approachEmpirical testing was conducted using survey data collected from 262 Japanese business-to-business manufacturers. This study performed a multinomial logistic regression analysis to examine the antecedents of dual channel strategy and at-test to examine its performance implications.FindingsThe results show that manufacturers' information capabilities and the availability of distributors' selling capabilities affect whether manufacturers choose a dual channel strategy, and that market turbulence moderates the effects of these two capability factors. The results also indicate that manufacturers can improve their channel system performance by choosing channel strategies that fit organisational capabilities.Originality/valueMost previous studies employ transaction cost theory to identify the factors driving the choice of dual channel strategy. However, these studies neglect the heterogeneity of resources/capabilities. Little is known about whether capability factors affect the dual channel strategy, and how this choice can be linked to channel system performance. By addressing this knowledge gap, this study contributes to enhance our understanding of dual channels.