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    Title: 國外客戶給予新興市場供應商較合理價格之意願探討
    Willingness of foreign customers to accommodate emerging market suppliers with a more favorable price
    Authors: 周思妤
    Chou, Szu Yu
    Contributors: 邱志聖
    譚丹琪

    Chiou, Jyh Shen
    Tan, Dan Chi

    周思妤
    Chou, Szu Yu
    Keywords: 新興市場
    合理價格
    國際客戶與供應商關係
    供應商能力
    關係價值
    emerging market
    favorable prices
    international customer-supplier relationships
    supplier capabilities
    relationship value
    Date: 2012
    Issue Date: 2013-02-01 16:49:27 (UTC+8)
    Abstract: 本研究的主要目的是探討新興市場供應商可以施以哪些策略來提升他們的議價能力,和增進國外客戶對他們提供較合理價格之意願,本研究認為當國外客戶想和新興市場供應商維持較長久關係時,比較願意對他們有較寬容的訂價。此外,新興市場供應商可以取得比較合理的價格主要是透過,降低客戶對品質的疑慮和增進彼此之間的關係價值。本研究根據新興市場供應商217份國外客戶的樣本,發現了供應商的兩種主要策略可以提升國外客戶給予較合理價格的意願。首先,新興市場供應商可以改善自身的能力,透過品牌投資、或是提升像產品、服務和創新等製造能力;再者,新興市場供應商可以強化和國外客戶間的關係,藉著投入專屬性資產和發展與客戶間的關係規範。最後,研究結果還發現,供應商自我能力的提升對於增進與客戶間的關係價值有較強烈的影響。
    This study explores the strategies that emerging market firms can use to increase their bargaining positions and increase the willingness of foreign buyers to offer more favorable prices. It has been shown that customers are willing to accommodate their suppliers when they intend to maintain longer cooperative relationships with them. Accordingly, we propose that emerging market suppliers can receive more favorable prices through decreasing their customers’ perceived threat of product quality and increasing the customers’ perceived value of relationships. Based on a survey of 217 foreign customers of emerging market suppliers, our empirical testing identifies two major strategies that emerging market firms use to increase the willingness of their customers to offer better prices. First, emerging market suppliers can improve their capabilities through making brand investment and upgrading manufacturing competencies in areas such as product quality, service, and innovation know-how. Second, emerging market suppliers can strengthen the relationship with their foreign customers by making transaction-specific assets investments (TSIs) and developing relational norms with the customers. In addition, the results suggest that the supplier’s capabilities display a stronger impact on its customer’s perceived value of relationships than other strategies.
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