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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2023 / Cilt: 16 - Sayı: 1

Contractual and relational governance, supplier integration and new product performance: Moderating roles of supplier dependence and supplier-specific investment

Sözleşmeye dayalı ve ilişkisel yönetişim, tedarikçi entegrasyonu ve yeni ürün performansı: Tedarikçi bağımlılığının ve tedarikçiye özel yatırımın düzenleyici rolleri

Volkan YENİARAS
Pages
83–116
Publication Date
2023-01-31
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Conversely, we discover that relational governance has the strongest relationship with new product performance at low levels of supplier dependence and supplier-specific investment.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study provides deeper insight into the management of supplier integration and a better understanding of ways that companies in emerging economies should govern these relationships to enhance new product performance.
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Key Findings & Data:An analysis of a dyadic survey data, which consists of 125 dyads (i.e., 125 manufacturers and 125 main suppliers) in Turkey reveals that supplier dependence enhances the relationship between contractual governance and supplier integration while decreasing the relational governance – supplier integration relationship.
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Conclusion & Impact:Conversely, we discover that relational governance has the strongest relationship with new product performance at low levels of supplier dependence and supplier-specific investment.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Sozlesmeye dayali yonetisim · iliskisel yonetisim · tedarikci entegrasyonu

Abstract

This study provides deeper insight into the management of supplier integration and a better understanding of ways that companies in emerging economies should govern these relationships to enhance new product performance. Looking through the lens of relational governance, transactional cost and resource dependence theories, we distinguish between the effects of relational and contractual governance on the outcome of supplier integration conditional to supplier dependence and supplier-specific investments. An analysis of a dyadic survey data, which consists of 125 dyads (i.e., 125 manufacturers and 125 main suppliers) in Turkey reveals that supplier dependence enhances the relationship between contractual governance and supplier integration while decreasing the relational governance – supplier integration relationship. In addition, we offer empirical evidence to suggest that supplier-specific investment has a negative effect on the relationship between supplier integration and new product performance. We also find that the indirect relationship between contractual governance and new product performance is at its highest at high levels of supplier dependence and low/medium levels of supplier-specific investments. Conversely, we discover that relational governance has the strongest relationship with new product performance at low levels of supplier dependence and supplier-specific investment.

Özet

Bu çalışma, tedarikçi entegrasyonunun yönetimine ilişkin daha derin bir anlayış ve gelişmekte olan ekonomilerdeki şirketlerin yeni ürün performansını artırmak için bu ilişkileri yönetmesi gereken yolların daha iyi anlaşılmasını sağlar. İlişkisel yönetişim, işlem maliyeti ve kaynak bağımlılığı teorilerinin merceğinden bakıldığında, ilişkisel ve sözleşmeye dayalı yönetişimin, tedarikçi bağımlılığına bağlı tedarikçi entegrasyonunun sonucu üzerindeki etkileri ve tedarikçiye özel yatırımlar arasında ayrım yapıyoruz. Türkiye'de 125 ikiliden (125 üretici ve 125 ana tedarikçi) oluşan ikili bir anket verilerinin analizi, tedarikçi bağımlılığının sözleşmeli yönetişim ile tedarikçi entegrasyonu arasındaki ilişkiyi geliştirirken ilişkisel yönetişim – tedarikçi entegrasyonu ilişkisini azalttığını ortaya koymaktadır. Ayrıca, tedarikçiye özel yatırımın tedarikçi entegrasyonu ile yeni ürün performansı arasındaki ilişki üzerinde olumsuz bir etkisi olduğunu gösteren deneysel kanıtlar sunuyoruz. Ayrıca, sözleşmeye dayalı yönetişim ile yeni ürün performansı arasındaki dolaylı ilişkinin, yüksek düzeyde tedarikçi bağımlılığında ve düşük/orta düzeyde tedarikçiye özel yatırımlarda en yüksek seviyede olduğunu bulduk. Tersine, ilişkisel yönetişimin, düşük tedarikçi bağımlılığı ve tedarikçiye özel yatırım seviyelerinde yeni ürün performansı ile en güçlü ilişkiye sahip olduğunu keşfettik.

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Cite This Article

YENİARAS, V. (2023). Contractual and relational governance, supplier integration and new product performance: Moderating roles of supplier dependence and supplier-specific investment. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 16 - Sayı: 1, 83–116. https://ajindex.com/articles/880089

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