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Research on Trust Governance of Marketing Channel Partnership

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1 Author(s)
Wu Zhonglun ; Sch. of Law & Political Sci., Xuchang Univ., Xuchang, China

Both the relational paradigm and the network paradigm of marketing channel emphasize the relationship. Namely, how to develop mutually reinforcing, long-term relationships. Under this background, trust as the means to reduce uncertainty and risk is considered to be the key factor of building and maintaining channel partnership. According to Chinese actual situation, the paper takes a theoretical exploration from the behavioral level of inter-organizational trust. The findings of theoretical analysis indicates that the five dimensions of trust: relationship investment, influence acceptance, communication openness, control reduction and forbearance from opportunism have obviously positive relationship with channel partnership; The construction of channel partnership is helpful to promote economic achievements, non-economic achievements and enterprise achievements. According to the relationship among economy variables, a conceptual model on trust governance is put forward in the end.

Published in:

Management and Service Science (MASS), 2011 International Conference on

Date of Conference:

12-14 Aug. 2011