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The Dark Side of Relationship between Firms in a Power Asymmetry Relationship
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Recently, there are not only the researches about positive side of relationship, but also the negative side one, like relationship asymmetry, inertia, conflict, opportunism ,relationship dissolution…etc., which has been aroused more and more attention in marketing area. This research may want to admonish the firms in the process of developing and maintaining relationship is not totally perfect. There are some frictions behind good relationship, and which also the reason for forming good relationship. This is so called”the dark side of relationships”.
According to Yovovich (1991) and Gummesson(1996) research, the relationships are not always balance. Even the partners have balanced capabilities, they are still being relative strong and weak. The study uses power asymmetry as one asymmetry relationship, and extends the inertia and the tension perspective from Das and Teng(2000), including behaviorial tension(cooperation VS. competition), structural tension (flexibility VS. rigidity) and psychological tension(long-term orientation VS. short-term orientation) , which respectively to confer the dark side and relationship quality under power asymmetry relationship.
We mailed questionnaires to Top 1000 manufacturing industry from Common Wealth Magazine to explore the research and used factor analysis, correlation analysis, the regression analysis, and LISREL linear structure statistical analysis. The results confirm that the power asymmetry, unbalanced relationship tension has negative effects on relationship quality. The results also confirm that the power asymmetry has positive effects on unbalanced relationship tension and inertia.
This research not only proposed academic implication but also recommend firms some practical suggestion. These practical suggestions would be helpful for firms. While developing and maintaining relationships with other firm, firms can notice the concept of “the dark side of relationships” and remove it. There firms can have a better relationship.
Yovovich (1991)與Gummesson(1996)曾指出關係間不可能總是存在絕對的平衡，夥伴雙方即使實力相當，也會存在著一強一弱的相對關係。因此，本研究以權力不對稱來代表不對稱關係，以Das and Teng(2000)提出的三對張力觀點，分別為行為張力(合作VS.競爭)、結構張力(彈性VS.僵固)與心理張力(長期導向VS.短期導向)及惰性來探討在權力不對稱之下是否存在關係黑暗面，以及關係黑暗面是否會降低雙方的關係品質。
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