市场营销系列学术讲座（第四十讲）

演讲题目：Exchange Attributes, Governance Mechanisms, and Opportunism in Buyer–Supplier Relationships: The Overlooked Role of Institutional Forces

演讲嘉宾： 李娟，香港城市大学市场营销系主任

演讲时间：12月23日（周五）上午10：30-12:00

演讲地点：嘉庚一（保欣丽英楼）408室

主持人：江玮副教授

摘要:

   Marketing channel literature has paid limited attention to institutional environments that constrain buyer–supplier exchanges, though such institutions are fundamental determinants of transaction costs. Drawing on transaction cost economics and institutional theory, this study examines how institutions (i.e., legal effectiveness and network importance) affect exchange attributes (i.e., transaction-specific assets and performance ambiguity) and governance mechanisms (i.e., contractual and relational governance), as well as how they moderate the impacts of governance mechanisms on channel members’ opportunism. Combining a dyadic survey and two secondary data sets, we find differential direct and moderating effects of legal effectiveness and network importance on exchange attributes, governance mechanisms, and opportunism. These findings offer important implications for academic research, public policy, and managerial practice.

嘉宾简介：

李娟教授系香港城市大学市场营销系主任。她的研究兴趣包括营销战略、知识创建、创新和组织间关系，特别关注中国情景下营销渠道的理论和实践问题。

李娟教授在国际顶尖学术期刊发表多篇论文，其中包括：Journal of Marketing, Strategic Management Journal，Journal of International Business Studies，Journal of Operations Management。

同时，李娟教授也是多家国际学术期刊的编委，包括：Journal of Management，Journal of International Marketing，Journal of Marketing Science。

李娟教授的社会职务包括：香港研究资助局竞争性拨款评委、全球最大索引摘要资料库Scopus商业和经济类期刊甄选评审及顾问。