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首页> 外文期刊>Journal of Business To Business Marketing >Achieving Suitable Coopetition in Buyer-Supplier Relationships: The Case of AstraZeneca
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Achieving Suitable Coopetition in Buyer-Supplier Relationships: The Case of AstraZeneca

机译：在买家与供应商之间的关系中实现适当的竞争：阿斯利康的案例

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Purpose: The purpose of this research is to deal with the two crucial managerial challenges of first identifying and then achieving a suitable balance between cooperation and competition in buyer-supplier relationships. Methodology/Approach: First, a purchasing framework is developed by utilizing principal-agent theory to bridge the literature on transaction cost economics and industrial buying behavior. The practical use of this framework is then empirically illustrated by a case study description of how a construction client's purchasing procedures affect coopetition in a partnering project. Findings: The developed purchasing framework shows how actions taken during the different stages of the buying process affect coopetition in buyer-supplier relationships. It highlights the deficiencies of both the neoclassical competitive focus and the cooperative focus found in the literature on interorganizational relationships. Instead it emphasizes the importance of balancing cooperation and competition. Research Implications: This research shows how the traditional analysis of governance structure can be transformed into an analysis of coopetition. Furthermore, it explores how purchasing procedures affect governance forms through different control mechanisms. It also shows how trust and social context can be integrated into a transaction cost framework through social control. Practical Implications: The developed framework can be used for guiding purchasing decisions. Managers planning to implement coopetitive (cooperative and competitive) relationships should recognize the importance of considering all stages of the buying process. Collaborative tools (e.g., teambuilding, joint objectives, and a shared project office) are useful but not enough to transform an otherwise competitive relationship into a cooperative one. Hence, technical aspects of the buying process need to be addressed as well (e.g., joint specification, bid evaluation, etc.).
机译：目的：本研究的目的是要应对两个关键的管理挑战，即首先确定并在买方与供应商之间的竞争与合作之间取得适当的平衡。方法论/方法：首先，通过使用委托-代理理论建立一个采购框架，以桥接有关交易成本经济学和工业购买行为的文献。然后，通过案例研究描述来经验性地说明此框架的实际使用，该案例描述了建筑客户的采购程序如何影响合作项目中的竞合。调查结果：完善的采购框架显示了在采购过程的不同阶段采取的行动如何影响买卖双方之间的竞争。它突显了新古典主义竞争焦点和组织间关系文献中发现的合作焦点的不足。相反，它强调了平衡合作与竞争的重要性。研究意义：这项研究表明了如何将传统的治理结构分析转化为竞合分析。此外，它探讨了采购程序如何通过不同的控制机制影响治理形式。它还显示了如何通过社会控制将信任和社会背景整合到交易成本框架中。实际影响：开发的框架可用于指导购买决策。计划实施竞争性（合作和竞争）关系的管理人员应认识到考虑购买过程的所有阶段的重要性。协作工具（例如，团队建设，共同目标和共享的项目办公室）很有用，但不足以将原本具有竞争性的关系转变为合作关系。因此，还需要解决购买过程中的技术问题（例如，联合规格，出价评估等）。

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