An Integrative Model for Partnership of Marketing Channel Members - An Empirical Research of Pharmaceutical Agency

• Main Authors: Yu-Chen Chen, 陳毓珍
• Other Authors: Wann-yih Wu
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/17027754709676407713

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 93 === 　　Development of globalization leads to fast market changing and profit squeeze which have strongly created impacts on performance of industries and managers. For effectively working these issues out, we can not only utilize internal reengineering but external resources and collaboration as well. This means that enterprises can generate competitive advantages for both partners by ways of alliance or collaboration with anothers even competitors. However, how to shape a good partnership? It is the issue that the thesis expects to explore – intergration of partnership. 　　The thesis is to explore relationship between marketing partners of pharmaceutic industry in Taiwan. And we took the Taipei Pharmaceutical Agents and Distributors Association (TPADA) as an example. We forwarded research questionair to all 202 members of it, and received effective ones of 136 back. The information collected was analyzed by means of facter analysis, credibility test, cluster analysis and ANOVA analysis. We use those methods to explore its key successful factors in every stages of the intergration model of partnership. Furthermore, we were to develop measure indexes to figure out its bilateral relevance and finally constitute an intergration model of partnership. 　　Interactions of these variables of the research framework were concluded as follows: 1) Characteristics of partners have positive influence on establishment of partnership. 2) Characteristics of partners have positive influence on partnership management. 3) Partnership has positive influence on performance of partners. 4) Partnership management has positive influence on partnership performance.