克服社会资本对营销渠道的消极作用:控制机制和吸收能力的调节作用  

Mitigating the Negative Effect of Social Capital on Marketing Channel Performance:The Moderating Role of Control Mechanism and Absorptive Capacity

作　　者：薛佳奇[1] 张竹 Xue Jiaqi;Zhang Zhu(Business School,University of International Business and Economics,Beijing 100029)

机构地区：[1]对外经济贸易大学国际商学院,北京100029

出　　处：《管理评论》2021年第6期167-180,共14页Management Review

基　　金：国家自然科学基金面上项目(71472043);国家自然科学基金项目(71902027);北京市哲学社会科学项目(17GLC040);教育部人文社会科学研究规划基金项目(20YJA630075);对外经济贸易大学中央高校基本科研业务费专项资金资助项目(CXTD9-03)。

摘　　要：以往的供应链和营销渠道管理文献通常认为交易关系中的社会资本能够促进合作,提高双方绩效。本研究进一步揭示了交易关系中的社会资本不仅有积极作用,也有消极作用。本文通过对212家制造商渠道关系的调查研究,得出结论:社会资本的两个维度(关系资本和结构资本)都与渠道关系绩效呈倒U型关系;制造商采用契约和专项投资这两种控制机制能够有效抑制关系资本对渠道关系绩效的消极影响,而制造商的吸收能力可以缓解结构资本对渠道关系绩效的消极影响。上述结论为制造商有效利用渠道关系中的社会资本,趋利避害,提供了有益的理论指导。Previous literature of supply chain and marketing channel management show that social capital in the buyer-seller relationship context can promote collaboration and thus increase the performance of both sides. This study extends prior research by considering both the positive and negative effects of social capital in channel relationships. The hypotheses are tested based on 212 Chinese manufacturing firms. Results of the study show an inverted U-shaped relationship between social capital( including relational capital and structure capital) and channel performance. Moreover,the negative effect of relational capital can be mitigated by the control mechanism,such as contract and specific investment,while the negative effect of structure capital can be mitigated by firms’ absorptive capacity. The results provide theoretical implications for manufacturing firms to leverage social capital and thus create value for channel relationship.

关 键 词：社会资本 渠道关系绩效 控制机制 吸收能力 

分 类 号：F274[经济管理—企业管理] C912.3[经济管理—国民经济]