How do the dual coopetitive relationships work? -A trading company''s perspective

This study explores the dual coopetitive relationships between the trading company and manufacturers, as well as the trading company and foreign customers by applying the transaction cost theory and competitive dynamic theory. The purpose of this study is to discuss how heightened market commonality, resource similarity, asset specificity and transaction complexity between trading company and foreign customer do affect the relationship of governance mechanisms and performance of trading company and manufactory. The data are surveyed from trading companies with 135 pairs of dual dyad relationships which are the trading company's relationships of major manufacturers with corresponding foreign customers. Firstly the trading companies are the main respondents, and then they are asked to select major manufactories, and further find the corresponding foreign customers. Since the answering process is quite complicated and time consuming, the vadilated questionnaires are extremely difficult. Empirical result reveals that different governance mechanisms will result in different moderating effects on performance, especially on the pairs of market commonality to relation governance, resource similarity to contract governance, and transaction complexity to contract governance all have significant effect. However, asset specificity has no positive effect as expectation; in addition, there is a new finding that transaction complexity has positively significant effect on governance to negotiation efficiency; it is an opposite result with the original expectation. This research not only delineates the competitive and cooperative relationships of the trading company, manufacturer and foreign customer, but also examines the partner relationships of dual coopetition and interdependent of this three sides, and the relationships will surely be affected by dyad relational behaviors; furthermore, in order to present the trading value chain's importance of dual coopetition, we provide a conceptual classification of coopetition dyad relational types that lists unit coopetition, dual coopetition and multiple coopetition, respectively, and this is also a great distribution on theoretical development.本研究以交易成本理論與動態競爭理論為主要理論依據。以貿易商與製造商及貿易商與國外客戶的雙元對偶關係，探討此雙元對偶關係間的競爭與合作關係。同時，探討貿易商與國外客戶的市場共同性、資源相似性、資產專屬性與交易複雜度，如何影響貿易商與製造商的治理機制與績效的關係。 本研究樣本共回收135對雙邊對偶關係，其資料蒐集主要以貿易商為主，再以其與主要的製造商與相對應的主要國外客戶的關係為填答問卷的基礎。填答過程首先以貿易商為主要填答對象，先針對其主要製造商依序填答，再根據這些主要製造商所對應的國外客戶，一一進行配對填答，以期達到雙元對偶關係的資料分析。由於填答程序繁瑣，完成過程至少需費時約一小時，足見本問卷回收之困難處。實證結果顯示：治理機制的不同，績效受到的干擾程度也不同，其中績效分別受到市場共同性對關係治理、資源相似性對契約治理，以及交易複雜度對契約治理的顯著影響；然而，資產專屬性的部份，並未發現與原本預期的負向結果；此外，在交易複雜度對治理機制與協商效率之間的影響，則呈現正向顯著關係，與本研究預期方向相反，實為另ㄧ新發現。 本研究不僅說明貿易商、製造商與國外客戶三方兩端競爭與合作的關係，也檢視了此三方兩端競合且相互依賴的夥伴關係，確實會受到對偶關係行動的影響；另外，為了呈現雙元對偶競合對貿易價值鏈的重要性，本研究提出一觀念性的競合對偶關係類型之分類，分別列出單元競合、雙元競合及多元競合對偶關係的關係類型，亦為本研究在理論上的一大貢獻。第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究問題與目的 3 第三節 研究範圍 4 第四節 論文章節安排 5 第二章 文獻回顧與假說推導 6 第一節 貿易 6 第二節 競合 11 第三節 治理機制與績效的關係 16 第四節 假說推導 19 第三章 研究方法 27 第一節 資料蒐集 27 第二節 變數定義與衡量 31 第三節 資料分析 38 第四章 實證結果與討論 40 第一節 敘述性統計 40 第二節 信度與效度分析 44 第三節 實證結果 49 第四節 實證結果之討論 55 第五章 結論與建議 59 第一節 研究結論 59 第二節 理論與實務意涵 64 參考文獻 71 附錄ㄧ 樣本調查之問卷 8