| Summary: | 碩士 === 國立高雄第一科技大學 === 企業管理研究所 === 97 === A B2B relationship value is crucial for sustainable long-term cooperation. The structure of firm’s relationships and firm’s ability to manage these relationships influences the extent of relationship value. In our research, we choose the NPD project of company A to develop a new product model.
The empirical findings show that the structure of firm interaction can determine the perceived relationship value. However, in the first, a firm’s network competence positively affects the result of the structural position towards relationship value; network competence negatively affects the result of the structural position and relationship value. When an actor is strongly embedded, it can get abundant of information and resources. If it also gets better network competence, it has lots of contacts with others. However, most of the information it gets is old one. Besides, the actor should give information or resources to others and it will become a burden. Therefore, the relationship value of the actor who is strongly embedded will be low.
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