| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === B2B compound relationships had been developed in many industries since 1970s, though the term was first introduced by Ross and Robertson in 2007. Phalaenopsis business has been a fast growing trend in global potted plants market for the last ten years, in addition, it has developed into a significantly globalized industry where companies involved in international relationships are tending to develop more highly complex relationships for gaining competitive advantages, thus the management of B2B compound relationships becoming important issues. In this study, interviews were conducted with six cases growers from Europe, America and Asia based on the extension structure from Morgan and Hunt’s (1994) commitment-trust theory. Findings from this study are to verify commitment, trust and satisfaction as key mediating variables to the B2B compound relationships as well as the antecedents (relationship termination costs, relationship benefits, shared values, communication, and opportunistic behavior) illustrated in the KMV model. More findings also indicate the parameters like complementary resources, mutual understanding, openness and power as the antecedents to relationship quality development; together with interactions between external environmental factors like market trends and competition as moderators and the changes of compound relationships pattern and its dominant relationship. The author proposes a conceptual framework of dynamic cycle on B2B compound relationships development for further theoretical research and managerial implications.
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