مدل گسترش یافته شکل گیری مشارکت و موفقیت بنگاه به بنگاه

In this article, the authors develop an expanded model of partnership formation and success that builds upon a previous model constructed by Mohr and Spekman. Mohr and Spekman proposed that partnership success is predicated on relationship attributes, communication, and conflict resolution techniques, but their model did not specify what factors are associated with the initial formation of the partnership. The study described in this article is based on a series of in-depth interviews with purchasing managers, and identifies factors serving as antecedents to the formation of a partnership. Purchasing managers indicated that partnerships are initially formed in order to lower costs, increase service, and to improve a firm's competitive advantage. The study also confirms the existence of various characteristics of partnership success. The article concludes with suggestions for future research about business-to-business partnerships.

In discussing the challenges facing marketing scholars at the beginning of the 1990's, Webster [1] proposed two main thrusts: …The first is to develop an expanded view of marketing within the firm, one that specifically addresses the role of marketing in firms that go to market through multiple partnerships … The second is to develop a base of empirical research that broadens our understanding of the forces leading to the development of long-term customer relationships, strategic partnerships with vendors, … and the issues involved in creating, managing, and dissolving these partnerships over time. As we enter the new millenium, Webster's charge still provides guidance, as evidenced by this special issue of Industrial Marketing Management. Although many case studies, conceptual papers, and empirical research articles have been published, there is still more that researchers can do to understand partnering. Among the needs is a more comprehensive model of partnership success than has been previously proposed. The objective of this article is to present an expansion of an earlier model of partnership success originally proposed by Mohr and Spekman [2]. We describe the Mohr and Spekman model, and the results of a series of in-depth interviews of purchasing managers. The information gleaned from the interviews suggests that additions to the model are necessary. The in-depth interviews also confirm some of the factors associated with partnership success. We then offer an expanded model of partnership formation and success, as well as some suggestions for future partnership research.

The research study and model development presented in this article represent an additional step forward in our understanding of partnership processes. As empirical documentation for the advantages of partnering continues to mount, one would expect additional refinements to models such as the expanded model described here. Ultimately, the combination of conceptual model development and empirical testing should yield a comprehensive, verified model of partnership formation, management, and outcomes. Such a model will provide important guidance to researchers and managers of the future.