A review and delineation of cooperation and coordination in marketing channels
Tóm tắt
The purpose of this paper is to delineate the similarities and distinctions between cooperation and coordinate and to present distinctive definitions for each.
An extensive review of the extant literature was conducted to examine the precedents with regards to the conceptual domains of cooperation and coordination.
This paper concludes that cooperation is an orientation that one firm has about working with another organization; whereas, coordination are joint activities. This is reflected in the definitions presented in this paper.
Several researchers and practitioners alike view cooperation and coordination as synonymous. However, an organization's cooperative orientation about working with another organization does not inherently lead to coordination. This paper points out that it is necessary to consider cooperation and coordination as two separate but related issues in managing interorganizational relationships.
Từ khóa
Tài liệu tham khảo
Alderson, W. (1965), Dynamic Marketing Behavior, Richard D. Irwin, Inc., Homewood, IL, pp. 239‐41.
Alter, C. and Hage, J. (1993), Organizations Working Together, Sage, Newbury Park, CA.
Andaleeb, S.S. (1995), “Dependence relations and the moderating role of trust: implications for behavioral intentions in marketing channels”, International Journal of Research in Marketing, Vol. 12, pp. 157‐72.
Anderson, J.C. and Narus, J.A. (1990), “A model of distributor firm and manufacturer firm working partnerships”, Journal of Marketing, Vol. 48, pp. 62‐74.
Anderson, J.C., Håkansson, H. and Johanson, J. (1994), “Dyadic business relationships within a business network context”, Journal of Marketing, Vol. 58, pp. 1‐15.
Balabanis, G. (1998), “Antecedents of cooperation, conflict and relationship longevity in an international trade intermediary's supply chain”, Journal of Global Marketing, Vol. 12 No. 2, pp. 25‐46.
Baumol, W.J. (2001), “When is inter‐firm coordination beneficial? The case of innovation”, International Journal of Industrial Organization, Vol. 19, pp. 727‐37.
Belk, R.W. (1985), “Issues in the intention‐behavior discrepancy”, Research in Consumer Behavior, Vol. 1, pp. 1‐34.
Benson, J.K. (1975), “The interorganizational network as a political economy”, Administrative Science Quarterly, Vol. 20 No. 2, pp. 229‐50.
Berthon, P., Ewing, M., Pitt, L. and Naude, P. (2003), “Understanding B2B and the web: the acceleration of coordination and motivation”, Industrial Marketing Management, Vol. 32 No. 7, pp. 553‐61.
Buvik, A. (2000), “Is vertical co‐ordination an effective response to economic and technological ties in industrial purchasing relationships?”, Journal of Business‐to‐Business Marketing, Vol. 7 No. 4, pp. 69‐92.
Buvik, A. and John, G. (2000), “When does vertical coordination improve industrial purchasing relationships”, Journal of Marketing, Vol. 64, pp. 52‐62.
Cannon, J.P. and Perreault, W.D. Jr (1999), “Buyer‐seller relationships in business markets”, Journal of Marketing Research, Vol. 36, pp. 439‐60.
Cheng, J.L.C. (1984), “Organizational coordination, uncertainty, and performance: an integrative study”, Human Relations, Vol. 37, pp. 829‐51.
Childers, T.L. and Ruekert, R.W. (1982), “The meaning and determinants of cooperation within an interorganizational marketing network”, in Bush, R.F. and Hunt, S.D. (Eds), Marketing Theory: Philosophy of Science Perspectives, American Marketing Association, Chicago, IL, pp. 116‐9.
Combs, J.G. and Ketchen, D.J. Jr (1999), “Explaining interorganizational cooperation and performance: toward a reconciliation of predictions from the resource‐based view and organizational economics”, Strategic Management Journal, Vol. 20, pp. 867‐88.
Coughlin, A.T. (1985), “Competition and cooperation in marketing channel choice: theory and application”, Marketing Science, Vol. 4 No. 2, pp. 110‐29.
Dabholkar, P.A., Johnston, W.J. and Cathey, A.S. (1994), “The dynamics of long‐term business‐to‐business exchange relationships”, Journal of the Academy of Marketing Science, Vol. 22 No. 2, pp. 130‐45.
Day, G.S. and Klein, S. (1987), “Cooperative behavior in vertical markets: the influence of transaction costs and competitive strategies”, in Houston, M.J. (Ed.), Review of Marketing, American Marketing Association, Chicago, IL, pp. 39‐66.
Dickinson, R. and Hollander, S.C. (1996), “Some definition problems in marketing channels”, Journal of Marketing Channels, Vol. 5 No. 1, pp. 1‐16.
Doz, Y.L. (1996), “The evolution of cooperation in strategic alliances: initial conditions or learning processes?”, Strategic Management Journal, Vol. 17, pp. 55‐83.
Duarte, M. and Davies, G. (2004), “Trust as mediator of channel power”, Journal of Marketing Channels, Vol. 11 Nos 2/3, pp. 77‐102.
Dwyer, F.R. (1980), “Channel‐member satisfaction: laboratory insights”, Journal of Retailing, Vol. 56 No. 2, pp. 45‐65.
Dwyer, F.R. and Oh, S. (1988), “The effects of environmental munificence on channel member relations”, American Marketing Association Proceedings, pp. 195‐200.
Dwyer, F.R. and Welsh, A.M. (1985), “Environmental relationships of the internal political economy of marketing channels”, Journal of Marketing Research, Vol. 22, pp. 397‐414.
Dwyer, F.R., Schurr, P.H. and Oh, S. (1987), “Developing buyer‐seller relationships”, Journal of Marketing, Vol. 51, pp. 11‐27.
Eatwell, J. (1999), “From cooperation to coordination to control?”, New Political Economy, Vol. 4 No. 3, pp. 410‐5.
Eriksson, K. and Sharma, D.D. (2003), “Modeling uncertainty in buyer‐seller cooperation”, Journal of Business Research, Vol. 56, pp. 961‐70.
Frazier, G. (1983), “Interorganizational exchange behavior in marketing channels: a broadened perspective”, Journal of Marketing, Vol. 47, pp. 68‐78.
Garcia‐Dastugue, S. and Lambert, D.M. (2003), “Internet‐enabled coordination in the supply chain”, Industrial Marketing Management, Vol. 32, pp. 251‐63.
Gattorna, J.L. (1978), “Channels of distributions conceptualizations”, European Journal of Marketing, Vol. 12 No. 7, pp. 471‐512.
Geisler, E. (2001), “Explaining the generation and performance of intersector technology cooperation: a survey of the literature”, Technology Analysis & Strategic Management, Vol. 13 No. 2, pp. 195‐206.
Guiltinan, J.P., Rejab, I.B. and Rodgers, W.C. (1980), “Factors influencing coordination in a franchise channel”, Journal of Retailing, Vol. 56 No. 3, pp. 41‐58.
Heide, J.B. (1994), “Interorganizational governance in marketing channels”, Journal of Marketing, Vol. 58, pp. 71‐85.
Heide, J.B. and John, G. (1990), “Alliances in industrial purchasing: the determinants of joint action in buyer‐supplier relationships”, Journal of Marketing Research, Vol. 27, pp. 24‐36.
Heide, J.B. and Miner, A.S. (1992), “The shadow of the future: the effects of anticipated interaction and frequency of contact on buyer‐seller cooperation”, Academy of Management Journal, Vol. 35, pp. 265‐91.
Hillebrand, B. and Biemans, D. (2003), “The relationship between internal and external cooperation: literature review and propositions”, Journal of Business Research, Vol. 56, pp. 735‐43.
Ingene, C.A. and Parry, M.E. (2000), “Is channel coordination all it is cracked up to be?”, Journal of Retailing, Vol. 76 No. 4, pp. 511‐47.
Izraeli, T.A. and Etgar, M. (1982), “Coordination in marketing channels: determinants and mechanisms”, American Marketing Association Proceedings, pp. 191‐3.
Jeuland, A.P. and Shugan, S.M. (1983), “Managing channel profits”, Marketing Science, Vol. 2 No. 3, pp. 239‐72.
McGuire, T.W. and Staelin, R. (1983), “An industry equilibrium analysis of downstream vertical integration”, Marketing Science, Vol. 2 No. 2, pp. 161‐91.
McNeilly, K.M. and Russ, F.A. (1992), “Coordination in the marketing channel”, Advances in Distribution Channel Research, Vol. 1, pp. 161‐86.
Mallen, B.E. (1963), “A theory of retailer‐supplier conflict, control, and cooperation”, Journal of Retailing, Vol. 39, pp. 24‐32.
Mattsson, J. (1988), “Developing an axiological method to measure company values”, European Journal of Marketing, Vol. 22 No. 6, pp. 21‐35.
Metcalf, L.E. and Frear, C.R. (1993), “The role of perceived product importance in organizational buyer‐seller relationships”, Journal of Business‐to‐Business Marketing, Vol. 1 No. 3, pp. 63‐85.
Mohr, J. and Nevin, J.R. (1990), “Communication strategies in marketing channels: a theoretical perspective”, Journal of Marketing, October Issue, pp. 36‐51.
Morgan, R. and Hunt, S. (1994), “The commitment‐trust theory of relationship marketing”, Journal of Marketing, Vol. 58, pp. 20‐38.
Mulford, C.L. and Rogers, D.L. (1982), “Definitions and models”, in Rogers, D.L. and Whetten, D.A. (Eds), Interorganizational Coordination: Theory, Research and Implementation, Iowa State University Press, Ames, IA, pp. 9‐31.
Pearson, M. and Monoky, J.F. (1976), “The role of conflict and cooperation in channel performance”, AMA Educators' Proceedings, pp. 240‐4.
Perdue, B.C. and Summers, J.O. (1991), “Purchasing agents' use of negotiation strategies”, Journal of Marketing Research, Vol. 28 No. 2, pp. 175‐95.
Razzaque, M.A. and Boon, T.A. (2003), “Effects of dependence and trust on channel satisfaction, commitment and cooperation”, Journal of Business‐to‐Business Marketing, Vol. 10 No. 4, pp. 23‐48.
Ridgeway, V.F. (1957), “Administration of manufacturer‐dealer systems”, Administrative Science Quarterly, Vol. 1, pp. 464‐83.
Rindfleisch, A. (2000), “Organizational trust and interfirm cooperation: an examination of horizontal versus vertical alliances”, Marketing Letters, Vol. 11 No. 1, pp. 81‐95.
Rindfleisch, A. and Moorman, C. (2003), “Interfirm cooperation and customer orientation”, Journal of Marketing Research, Vol. XL, pp. 421‐36.
Robicheaux, R.A. and El‐Ansary, A.I. (1975), “A general model for understanding channel member behavior”, Journal of Retailing, Vol. 52 No. 4, pp. 13‐94.
Rokkan, A.I. and Buvik, A. (2003), “Inter‐firm cooperation and the problem of free riding behavior: an empirical study of voluntary retail chains”, Journal of Purchasing & Supply Management, Vol. 9, pp. 247‐56.
Ross, R.H. and Lusch, R.F. (1982), “Similarities between conflict and cooperation in the marketing channel”, Journal of Business Research, Vol. 10, pp. 237‐50.
Rothaermel, F.T. (2001), “Incumbent's advantage through exploiting complementary assets via interfirm cooperation”, Strategic Management Journal, Vol. 22, pp. 687‐99.
Salmond, D. and Spekman, R. (1986), “Collaboration as a mode of managing long‐term buyer‐seller relationships”, American Marketing Association Proceedings, pp. 162‐6.
Shan, W., Walker, G. and Kogut, B. (1994), “Interfirm cooperation and startup innovation in the biotechnology industry”, Strategic Management Journal, Vol. 15, pp. 387‐94.
Sheth, J.N., Gardner, D.M. and Garrett, D.E. (1988), Marketing Theory: Evolution and Evaluation, Wiley, New York, NY, pp. 149‐61.
Sibley, S.D. and Michie, D.A. (1982), “An exploratory investigation of cooperation in a franchise channel”, Journal of Retailing, Vol. 58 No. 4, pp. 23‐45.
Singh, K. (1997), “The impact of technological complexity and interfirm cooperation on business survival”, Academy of Management Journal, Vol. 40 No. 2, pp. 339‐67.
Skinner, S.J., Gassenheimer, J.B. and Kelley, S.W. (1992), “Cooperation in supplier‐dealer relations”, Journal of Retailing, Vol. 68 No. 2, pp. 174‐93.
Spekman, R.E., Salmond, D.J. and Lambe, C.J. (1996), “Consensus and collaboration: norm‐regulated behaviour in industrial marketing relationships”, European Journal of Marketing, Vol. 31 Nos 11/12, pp. 832‐56.
Sriram, V., Krapfel, R. and Spekman, R. (1992), “Antecedents to buyer‐seller collaboration: an analysis from the buyer's perspective”, Journal of Business Research, Vol. 25, pp. 303‐20.
St John, C.H. and Harrison, J.S. (1999), “Manufacturing based relatedness, synergy, and coordination”, Strategic Management Journal, Vol. 20, pp. 129‐45.
Stank, T., Crum, M. and Arango, M. (1999), “Benefits of interfirm coordination in food industry supply chains”, Journal of Business Logistics, Vol. 20 No. 2, pp. 21‐41.
Stern, L.W. (1969), Distribution Channels: Behavioral Dimensions, Houghton Mifflin Company, Boston, MA.
Stern, L.W. (1971), “Antitrust implications of a sociological interpretation of competition, conflict, and cooperation in the marketplace”, Antitrust Bulletin, Vol. 16, pp. 509‐30.
Stern, L.W. and Heskett, J.L. (1969), “Conflict management in interorganization relations: a conceptual framework”, in Stern, L.W. (Ed.), Distribution Channels: Behavioral Dimensions, Houghton Mifflin Company, New York, NY, pp. 288‐305.
Stern, L.W. and Reve, T. (1980), “Distribution channels as political economies: a framework for comparative analysis”, Journal of Marketing, Vol. 44, pp. 52‐64.
Teece, D.J. (1992), “Competition, cooperation, and innovation: organizational arrangements for regimes of rapid technological progress”, Journal of Economic Behavior & Organization, Vol. 18, pp. 1‐25.
Teece, D.J. (1994), “Information sharing, innovation, and antitrust”, Industrial Organization and Public Policy, Vol. 62, pp. 465‐81.
Tjosvold, D. and Wong, C. (1994), “Working with customer: cooperation and competition in relational marketing”, Journal of Marketing Management, Vol. 10, pp. 297‐310.
Turner, G.B., LeMay, S.A., Hartley, M. and Wood, C.M. (2000), “Interdependence and cooperation in industrial buyer‐supplier relationships”, Journal of Marketing Theory and Practice, Vol. 8 No. 1, pp. 16‐24.
Ugarte, A. and Oren, S. (2000), “Coordination of internal supply chains in vertically integrated high‐tech manufacturing organizations”, International Journal of Production Economics, Vol. 67, pp. 235‐52.
Van de Ven, A.H. and Walker, G. (1984), “The dynamics of interorganizational coordination”, Administrative Science Quarterly, Vol. 29, pp. 598‐621.
Wiertz, C., de Ruyter, K., Keen, C. and Streukens, S. (2004), “Cooperating for service excellence in multichannel service systems: an empirical assessment”, Journal of Business Research, Vol. 57, pp. 424‐36.
Wilson, E.J. and Nielson, C.C. (2000), “Cooperation and continuity in strategic business relationships”, Journal of Business‐to‐Business Marketing, Vol. 8 No. 1, pp. 1‐24.
Young, L.C. and Wilkinson, I.R. (1989), “The role of trust and co‐operation in marketing channels: a preliminary study”, European Journal of Marketing, Vol. 23 No. 2, pp. 109‐22.
Deutsch, M. (1962), “Cooperation and trust: some theoretical notes”, in Jones, M.R. (Ed.), Nebraska Symposium on Motivation, University of Nebraska Press, Lincoln, NE, pp. 275‐319.
IMP Group (1982) in Hakansson, H. (Ed.), International Marketing and Purchasing of Industrial Goods, Wiley, New York, NY.