The effect of control mechanisms on co-innovation in marketing channels

Wang Guocai; Liu Dong

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Science Research Management ›› 2012 ›› Issue (6) : 56-66.

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The effect of control mechanisms on co-innovation in marketing channels

Wang Guocai, Liu Dong

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Abstract

Drawing on the transaction cost economics and relational exchange theory, the impacts of formal contract and personal relationship on the boundary spanner’s relationship learning and co-innovation are studied by gaining data from 308 small high-tech manufactures in China. A model in which formal contract and personal relationship have a positive influence not only on the boundary spanner’s relationship learning, but also on the co-innovational performance is proposed. What’s more, boundary spanner’s relationship learning plays the function of partial mediation in the influential process that formal contract and personal relationship have on co-innovation. In addition, it is found that formal contract and personal relationship together have bigger impact on co-innovation than they act separately. Moreover, the optimal performance will appear when the high (low) degree of form contract combines with the low (high) degree of personal relationship. In the end, the managerial suggestions are provided.

Key words

formal contract / personal relationship / boundary spanner’s relationship learning / co-innovation

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Wang Guocai, Liu Dong. The effect of control mechanisms on co-innovation in marketing channels[J]. Science Research Management. 2012(6): 56-66

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