2016 Fiscal Year Final Research Report
Experimental Research on Vertical Relationship and Framing in Marketing Channels
| Project/Area Number |
26380574
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
|---|
| Section | 一般 |
|---|
| Research Field |
Commerce
|
|---|
| Research Institution | Chuo University |
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Principal Investigator |
|
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| Project Period (FY) |
2014-04-01 – 2017-03-31
|
| Keywords | 取引費用 / 流通チャネル |
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| Outline of Final Research Achievements |
Large retailers use strategic alliances with suppliers in order to obtain customized distribution services from the suppliers. Forming strategic alliances with large retailers requires suppliers to make relationship-specific investments in the retailers. Transaction cost analysis suggests that the investments create a potential of hold up and discourage suppliers from forming the alliance. This study considers that regulatory focus of suppliers is a determinant of forming strategic alliance. It hypothesizes that promotion-focused suppliers are likely to accept an uncertain alliance with larger retailers even if it requires them to make relationship-specific investments. On the other hand, it is suggested that prevention-focused suppliers are unlikely to accept the same offer under the same conditions.
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| Free Research Field |
マーケティング
|
