شناسایی چارچوب انتخاب شریک اتحادهای ترفیع از طریق روش مرور نظام‌مند ادبیات

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکترای مدیریت بازرگانی، دانشکده مدیریت دانشگاه تهران، تهران، ایران،

2 استادیار مدیریت بازاریابی، گروه مدیریت بازرگانی، دانشکده مدیریت دانشگاه‌ تهران، تهران، ایران،

3 عضو هیات علمی دانشکده مدیریت، علم و فن آوری - دانشگاه صنعتی امیرکبیر

4 گروه مدیریت بازرگانی - دانشکده مدیریت و حسابداری - دانشگاه شهید بهشتی - تهران - ایران

چکیده

علی­رغم اینکه شرکت­ها با هدف نیل به توسعه بازار و خلق مزیت رقابتی روزبه­روز بیشتر از استراتژی اتحاد ترفیع استفاده می­کنند اما جای چارچوبی که گویای عواملی که انتخاب شریک باید بر اساس آنها صورت پذیرد، خالی است. در نتیجه این پژوهش در نظر دارد تا چارچوب انتخاب شریک اتحاد ترفیع را که گویای عواملی است که باید در انتخاب شریک مطمح نظر قرار گیرند را با استفاده از روش پژوهشی­ مرور نظام­مند ادبیات و ابزار تحلیلی تحلیل مضمون (با استفاده از ابزار کدگذاری باز) استخراج نماید. در نهایت مشخص شد که انتخاب شریک اتحاد ترفیع باید به ترتیب طی 2 مرحله ارزیابی برند محور و ارزیابی ساختاری شراکت انجام پذیرد. همچنین عوامل ذیل هرکدام از این 2 مرحله نیز شناسایی شدند. البته خاطر نشان می­سازد که جنس کسب و کار شرکا، هدف شریک و برند کانونی از انعقاد اتحاد ترفیع و همچنین حوزه­ای که قرار است در آن اتحاد ترفیع منعقد شود در حاکم بودن یا نبودن تمامی عوامل شناسایی شده و کم و کیف چارچوب شناسایی شده موثر هستند.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Recognizing the Framework of Partner Selection in Promotional Alliances through Systematic Literature Review

نویسندگان [English]

  • maryam parchami sarghein 1
  • Mohammad Rahim Eafidani 2
  • mohammad hadi sadegh 3
  • Masoud Keimasi 2
  • shahriyar azizi 4
1 PhD of Marketing, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran,
2 Marketing Management, Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran
3 Business Management, Department of Management, Science & Technology, Amirkabir University of Technology
4 Shahid Beheshti University
چکیده [English]

In spite of the mass usage of Promotional Alliance strategy by companies, lack of a framework which containes the factors considering the partner selection is considerable. Therefore, the aim of the present research is to extract the expressed framework and its belonging factors.
To achieve this, a systematic literature review (thematic analysis and open coding method have been used in the case of analysis as well) executed. In result, it has been determined that the framework of partner selection has 2 phases which are potential partner’s brand assessment and collaboration structural assessment respectively. Furthermore, the belonging factors have been determined as well for both phases separately. Meanwhile, 3 factors which are the nature of the partners’ business, the objective of both sides for establishing such alliance and the activity area of collaboration affect the aspects of the proposed framework and the existence of the belonging factors.

کلیدواژه‌ها [English]

  • Co Branding
  • Promotional Alliance
  • Systematic Literature Review
  • Partner Selection Framework

مراجع

صادق، محمدهادی؛ پرچمی سرقین، مریم؛ شاه حسینی، محمدعلی؛ ( A1399). تعیین سازوکارهای حاکمیت شرکتی در سرمایه­گذاری­های مشترک بین­المللی و شناسایی اثرات موثر بر آنها. نشریه چشم­انداز مدیریت بازرگانی؛ 43 (76)، 62-96.
صادق، محمدهادی (1398)، رساله دکتری با عنوان ارائه الگوی شکل­گیری حاکمیت شرکتی برای اتحاد­های راهبردی بین­المللی، شاه حسینی، محمدعلی، دانشکده مدیریت، دانشگاه تهران.
صادق، محمدهادی؛ شاه حسینی، محمدعلی؛ علی، حیدری؛ ( B1399). شناسایی عوامل اثرگذار بر شکل­گیری حاکمیت شرکتی در اتحادهای استراتژیک از نوع سرمایه­ گذاری مشترک بین­المللی. نشریه مدیریت بازرگانی؛ 12(1)، 64-93.
Abratt, R., & Motlana, P. (2002) Managing cobranding strategies: Global brands into local markets. Business Horizons, 45(5) 43–50
Akhter, S., Pauyo, T., & Khan, M. (2019). What Is the Difference Between a Systematic Review and a Meta-analysis?. In Basic Methods Handbook for Clinical Orthopaedic Research . Springer, Berlin, Heidelberg, 331-342.
Baker, G., & Mazzocco, A. M. (2002). Consumer Response to GMO Foods:Branding, Certification, and Consumer Characteristics. In Selected Papers of the 2002 Annual Meeting Western Agricultural Economics Association, Long Beach, California.
Bettany-Saltikov, J. (2012). How to do a systematic literature review in nursing: a step-by-step guide: McGraw-Hill Education.
Chatterjee, P. Interfirm alliances in online retailing. J Bus Res 2004; 57 (7) 714–23.
d’Astous, A., Colbert, F., & Fournier, M. (2007) An experimental investigation of the use of brand extension & co-branding strategies in the arts. Journal of Services Marketing, 21(4) 231–240.
Desai, K.K., & Keller, K.L. (2002) The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing, 66(1) 73–93.
Gedenk, Karen, Scott A. Neslin, & Kusum L. Ailawadi (2006), “Sales Promotion,” in Retailing in the 21st Century, Manfred Krafft and Murali K. Mantrala (Eds), Berlin: Springer.
Geylani, T., Inman, J. J., & Hofstede, F. T. (2008). Image reinforcement or impairment: The effects of co-branding on attribute uncertainty. Marketing Science, 27(4), 730-744.
Helmig, B., Huber, J., & Leeflang, P. (2008). Co-branding: the state of the art. Schmalenbach Business Review, 60 (10) 359-377.
Jin Kyun Lee, Byung-Kwan Lee & Wei-Na Lee. (2013) Country-of-origin fit's effect on consumer product evaluation in cross-border strategic brand alliance. Journal of Business Research, 66(3) 354-363.
Jones, S. A. (2004). Whose cobrand is it anyway? Exploring consumer interpretations of a brand alliance. (3136427 Ph.D.), University of Oregon, USA.
Jonse, S. A. (2004). Whose Cobrand Is It Anyway? Exploring Cnsumer Interpretations Of Brand Alliance. (Unpublished dissertation).Oregon University, USA.
Karray, S.; Sigué, S.P. (2015). A game-theoretic model for co-promotions: Choosing a complementary versus an independent product ally. Omega, 54, 84–100.
Karray, S., & Sigué, S.P. (2016). Should companies jointly promote their complementary products when they compete in other product categories? European Journal of Operational Research, 255 (2) 620-630.
Keller, K.L. (2008) Strategic Brand Management: Building, Measuring and Managing Brand Equity. 3rd edn. Upper Saddle River, NJ: Prentice Hall.
Koschmann, Anthony. (2018). Evaluating the durability of brand alliances using Bayesian methods. Journal of Brand Management, 1-9.
Kotler, P., & Keller, K. L. (2009). Marketing Management. New Jersy: Upper Saddle River.
Kumar, P. (2005) The impact of co-branding on customer evaluation of brand counter-extensions. Journal of Marketing, 69(3) 1–19.
Kwon, Y. (2019). The moderating effects of cobranding promotions between brand experience and loyalty. The Journal of Distribution Science, 17(9) 15-23.
Lafferty BA, Goldsmith RE. Cause–brand alliance: does the cause help the brand or dies the brand help the cause? J Bus Res, 2005; 58(7) 423–9.
Lee, S. Y., & Shen, F. (2009). Joint advertising and brand congruity: Effects on memory and attitudes. Journal of Promotion Management, 15(4) 484-498.
Levin, I. P., & Levin, A. M. (2000). Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations. Jour of Consumer Psychology,9(1) 43- 52.
Li , Y. , & He, H. (2013). Evaluation of international brand alliances: brand order and consumer ethnocentrism, J. Bus. Res., 66 (1) 89-97.
Li, Yan., & He, Hongwei. (2013) Evaluation of international brand alliances: brand order and consumer ethnocentrism. Journal of Business Research, 66(1) 89–97
McCarthy, M. S., & Norris, D. G. (1999). Improving competitive position using branded ingredients. The Journal of Product and Brand Management, 8, (4), 267.
Mohan, Mayoor , Voss , Kevin E. , Jiménez, Fernando R., & Gammoh, Bashars.  (2018) "Corporate brands as brand allies", Journal of Product & Brand Management, Vol. 27 (1) 41-56. 
Oh، H., & Kwon. K. N. (2009). An exploratory study of sales promotions for multichannel holiday shopping. International Journal of Retail & Distribution Management, 37(10).
Park, C., & Daniel C. Smith. (1989), "Product-Level Choice: A Top-Down or Bottom-Up Process," Journal of Consumer Research, 16 (3) 289-99.
Park, C. W., Jun, S. Y., & Shocker, A. D. (1996). Composite branding alliances: An investigation of extension and feedback effects. Journal of Marketing Research, November, 453-466.
Park, C. Whan, Bernard J. Jaworski, & Deborah J. Maclnnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (10) 621-35.
Petersen, K., Feldt, R., Mujtaba, S., & Mattsson, M. (2008, June). Systematic mapping studies in software engineering. In 12th International Conference on Evaluation and Assessment in Software Engineering (EASE), 12 (1-10).
R.C. Blattberg, & R. Briesch, E.J. Fox. (1995). How promotions work. Marketing Sci., 14 (3) 122-132.
Raghubir, P. (2004). Free Gift with Purchase: Promoting or Discounting the Brand?.Journal of Consumer Psychology, 14(1/2) 181-86.
Rao A. R., & Ruekert R. (1994). Brand alliances as signals of product quality. Sloan Manage Rev; 36(1) 87–97.
Rao, A. R., & Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of Marketing Research, 36, May, 258-268.
Ruth, J. A., & Simonin, B. L. (2003). Brought to You by Brand A and Brand B. Journal of Advertising, 32(3) 19-30.
Sadegh, Mohammad Hadi., Parchami Sarghein, Maryam., & Shahhosseini, Mohammad Ali., (2020). Determining the Corporate Governance Mechanisms in International Join Ventures and recognizing the effective Factors. Business management Percpective, 43(76) 62-96. (in persian).
Sadegh, Mohammad Hadi., Shahhosseini, Mohammad Ali., & Heidari. Ali., (2020). Extracting the effective factors on corporate governance formation in strategic alliances with focus on international joint ventures through systematic literature review. Business management, 12(1) 64-93. (in persian).
Sadegh, Mohammad Hadi., Shahhosseini, Mohammad Ali., & Heidari. Ali., (2020).The Formation Pattern of Corporate Governance in International Strategic Aliiances. PhD Dessertation, Faculty of Management, Unicersity of Tehran. (in persian).
Samu S, Shanker H, & Smith RE. (1999) Using advertising alliances for new product introduction: interactions between product complementarity and promotional strategies. J Market, 63(1) 57–74.
Shen, B., Choi, T. M., & Chow, P. S. (2017). Brand loyalties in designer luxury and fast fashion co-branding alliances. Journal of Business Research, 81, 173–180.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, February, 30-42.
Son, M., Hahn, M., & Kang, H. (2006). Why firms do co-promotions in mature markets? Journal of Business Research, 59, 1035–1042.
Vahdati Y., & Voss K. (2018) Building Brand Identification Through Cause-Brand Alliances: The Role of Perceived Cause Controversy: An Abstract. In: Krey N., Rossi P. (eds) Back to the Future: Using Marketing Basics to Provide Customer Value. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.
Varadarajan, P. R. (1985). Joint sales promotion: an emerging marketing tool. Business Horizons, 28(5) 43-49.
Varadarajan, P. Rajan (1986), Horizontal Cooperative Sales Pro- motion: A Framework for Classification and Additional Per- spectives, Journal of Marketing, 57 (4) 61 – 37.
Voss, E. K., & Gammoh, B. S. (2004). Building brands through brand alliances: Does a second ally help? Marketing Letters, 15, (2-3) 147-159.
Voss E. K., & Mohan, M. (2016). Corporate brand effects in brand alliances. Journal of Business Research, 69 , 4177-4184.
Walsh, D., & Downe, S. (2005). Meta‐synthesis method for qualitative research: a literature review. Journal of Advanced Nursing, 50(2), 204-211.
Yadav, M. S., & Monroe, K. B. (1993). How Consumers Perceive Savings in a Bundle Price: An Examination of a Bundle's Transaction Value. Journal of Marketing Research, 30(3) 350-58.
Yan, Ruiliang., & Cao, Zixia. (2017). Is brand alliance always beneficial to firms? Journal of Retailing and Consumer Services, 34, 193-200.

فایل ها

هم رسانی

ارجاع به این مقاله

آمار