Business Commons^™

공동마케팅제휴에 있어 상호의존성과 갈등의 관계에 대한 연구, Ho Taek Yi, Young Wook Cho, Ju Young Kim

Asia Marketing Journal

Researchers in channel dyads have devoted much attention to relationship between interdependence (i.e. interdependence enymmetry and total interdependence) and conflict that promote channel performance. In social science, in spite of the inconsistent results in marketing practice, there are two contradictory theories explain the relationship between interdependence and conflict - bilateral deterrence theory and conflict spiral theory. The authors apply these theories to co-marketing alliance situation in terms that this relationship is also incorporated both company`s dependence, either from one company`s perspective or each partner about its respective dependence. Using survey data and archival data from 181 companies enlisted in a …