A Study on the Finding the Factors Effecting relationship Quality andPerformance of Multinational Marketing Cooperation－from the Agency View

• Main Authors: Shih-Yuan Lin, 林士淵
• Other Authors: Huei-Mei Wang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/40665246294412805450

碩士 === 輔仁大學 === 管理學研究所 === 91 === There are many middle and small size enterprises in Taiwan , to represent the international famous brand or newfangled products is the first step for many of them in the tide of internationalization , to act as agent become the most fast way to earn money for the enterprise .。To obtain the products and right to sell must depend on the supply and authority from foreign manufacturer；foreign manufacturer need agency to build up the sales market in other country . Therefore , to hold a long-term partnership is the one of most important subject of both . This paper object of study is finding the major factors affecting relationship quality and performance of multinational marketing cooperate from the agency view , and to probe into the mutual effects of trust , communication , interdependence and incentives between internal agency and foreign manufacturer base on the relationship marketing and agency theory . This paper used depth interview of case study to collect data , and choose the famous agency of different kind business which have represent more than three years and qualify to be the object of study for gain the detailed information , and also choose the key person which has the power to make decisions to interview . There are many research results : 1.In the way of trust and promise each other will get the better partnership performance for the both sides of multinational marketing cooperate . 2.The agency should pay much attention on the communication quality with foreign manufacturer and must make understand the contents to other side . 3.Foreign manufacturer should be supply the more excellent products , opportunity and profit than competitor has . 4.Choose key product and sales plan to incentive will yield twice the result with half the effort for the profit of manufacturer and agency . 5. Even have a long-term cooperation but misunderstood because bad communication will effect relationship quality and performance of cooperating both sides . 6. A desire of continued partnership should depend on trust and promise by long-term not just outstanding accomplishment .