상호의존적 유통경로에서 영향전략이 갈등에 미치는 영향 = Effects of Influence Strategy on Conflict in Interdependent Distribution Channels

국문 초록 (Abstract)

>특정 유통경로의 구성원은 공동의 목표를 달성하기 위해 주어진 과업을 적절히 수행하여야 하며 서로의 활동을 조정하여야 할 필요성을 느낌에 따라 상대방의 의존성에 기반한 자신의 힘을 바탕으로 경로기능을 조정하고자 한다. 이러한 맥락에서 유통경로상에서의 거래기업들간 관계에 대한 많은 연구들이 거래상대방의 의사나 행동에 어떻게 하면 영향력을 행사할 수 있는지와 이러한 영향력을 행사한 상대기업들의 반응에 대한 다양한 연구들이 진행되어 왔다. 이에 본 연구에서는 이러한 다양한 연구들에 근거하여, 상호의존성과 관련된 대부분의 연구들에서 상호의존성과 경로성과간 직접적인 관계에 대해서만 연구해왔던 한계점을 보완하고자 매개변수로서 영향전략을 제시하였다. 권고, 정보교환, 약속 등의 비강압적 영향전략들과 법적 호소, 위협 등의

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