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題名 | 交易成本對品牌延伸方式決策的影響=The Influence of Transaction Cost on the Extension Modes |
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作者姓名(中文) | 趙琪; |
作者姓名(外文) | Jaw, Chyi; |
書刊名 | 管理學報 |
卷期 | 16:1 1999.03[民88.03] |
頁次 | 頁43-68 |
分類號 | 496.1 |
語文 | chi |
關鍵詞 | 品牌延伸方式; 交易成本; 延伸典型性; Brand extension modes; Transaction cost; Extension typicality; |
中文摘要 | 本研究以交易成本觀點探索品牌延伸方式決策前因暨建立延伸方式決策模型。本 研究探討自行生產、委託代製及品牌授權等三種延伸方式,並由價值鏈、資源互賴及競爭優 勢等相關研究,推論延伸典型性與交易成本對延伸方式決策的互動效果。首先分析企業個案 檢測相關假設之實務現象後, 再以 Multinomial Logit 模式驗證延伸方式決策模型,研究 結果發現:專屬性資產、交易情境變動性、資訊傳遞困難性、投機行為、監督成本、產品責 任或風險負擔等交易成本愈高,廠商會傾向自行生產延伸產品,而交易對象數量及市場不確 定性增加,較可能採外部化的延伸方式。在延伸典型性的干擾效果方面,當交易對象愈多時 ,延伸典型性高的廠商會採用委託代製,反之,則會以品牌授權進行延伸;延伸技術典型性 會使投機行為減少,廠商偏好採用委託代製與品牌授權的延伸方式;延伸市場典型性則會增 加廠商對投機行為、監督成本、市場不確定性及產品責任或風險負擔的知覺,因此自行生產 延伸產品的機率提升。 |
英文摘要 | This paper discusses the antecedents of brand extension modes in the perspective of transaction cost in order to construct the related strategic framework. In different views among value chain, resource interdependence and competitive advantage, this research infers the interaction effect of extension typicality and transaction cost to extension modes. After examining the decision of extension modes by case study and multinomial logit model, this research finds that asset specificity, the disturbance of transaction situation, the difficulty of information transmission, opportunism, monitor cost and the product responsibility/risk will let the brand owners intend to adopt self-manufactured extension mode. The more number of bargaining and uncertainty of the market, the more possible they intend to externalized extension modes. The interference of extension typicality is when a great of bargaining exists, the high extension typicality will choose OEM and the low will choose brand license. When the extension technological typicality reduces the opportunism, the brand owners prefer the externalized extension modes. The high extension market typicality will let the brand owners adopt internalized extension mode due to the perception of the opportunism, the monitor cost, certainty of the market and the product responsibility/risk. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。